Marketing Plan for a new Android App

MARKET OPPORTUNITY

Gov related apps doesn't play a significant role in the PlayStore market.

Quick, most effective and most efficient app to know about the Gov offerings for different sectors.

In this Smartphone generation with more and more policies overlapping one another, GOI Policies can be the app for to look forward to.

With very less number of apps in this category, there is a Lot of uncharted market potential in this topic.

GOI Policies : Be Updated

AIM

Goal is to make an Android information providing app more convenient, effective and personalised for customers

To Boost its popularity and number of downloads in various App Store’s

ACTION PLAN A Free and a paid App in all Major PlatformsResearch to find where the already existing

apps are lagging and update those thingsMotivate customers to be regular with their

knowledge related to the Gov Policies.Do this by updating regularly the information

coming officially by the government.Let them share this with their friends and

family to develop a competitive ecosystem

PLATFORM OVERVIEW As of the latest, Android has the

largest share of over 80% in Smartphone OS market

The Product portfolio of Google Play store is very diverse containing almost all

category of apps

Potential Customers

54

32

122

College StudentsYoung professionalsMiddle-agedOthers

Competitor AnalysisMobile App Analysis

Parameter Scoopwhoop Storypick Scroll.inRating 4.2 3.0 4.3

Downloads 50 thousand 50 10 thousand

Website Analysis

Parameter Scoopwhoop Storypick Scroll.inCountry rank 178 423 384

Total visits 17.20 million 7.70 million 4.20 millionAverage visit duration 00:02:20 00:01:47 00:03:26

Pages per visit 1.96 1.45 6.20

Opportunities

Explosion of information

Changing Smartphone use dynamics

More and more youngsters pursuing writing as a hobby

Lesser reliance on print media

Easy accessibility to Internet and presence of expandable storage leading to a greater number of regularly used apps

ThreatsCut-throat competition in online content industry

Threat of new entrants since there are no barriers to entry in this industry

Global players like BuzzFeed and Flipboard cementing their market position and increasing their market share

Not being able to get enough publishers and editors on board

Perceived lack of originality and innovation by the users

At least 1.5 million page views daily

Valuation of a minimum of $3 million USD according to visitor traffic

Estimated monthly revenue of $125,000

FREE VERSION

Our first Goal would be to reach 100,000 downloads for the free version on different platforms

Time limit for this will be at maximum of 3 months in the market

If this target is not achieved then major changes will be made in our app

PAID VERSION After reaching set number of target

downloads, advertisement will be increased in both free and paid app

Revenue generated from paid app will be spent in further innovation

If the number of downloads of the paid app doesn’t increase in 6 months, then more features will be added or even its price will be reduced

APP CHARACTERRISTICSCustomers can select the category in which they are interested

in seeking info. For eg. Education, Agriculture etc. The applicability conditions of each policy can be listed down in

points,so the user knows if the policy is of any use to him or not Better Analysis and representation by converting all the data

into easy-to-understand graphicsPersonalized UI design for convenient experience

COLLABORATORS

App DevelopersCommunication team or channels

linked for videosMutually benefiting association with

Start-upsAdvertising Partners

CONTEXT Technological- a new dimension to the

use of smartphonesEconomic- downloading an app saves

the internet usagePhysical- help people better their

lifestyle by providing easy exercise anywhere and anytime

VALUE PROPOSITION(FREE VERSION)

Accessibility to the different segments of policies and the corresponding details of policies.

Simple and effective categorised information.Information regarding the applicability of each

policies.Effects of each policies and pros and cons

associated with itKeep the screen on when any text information is

been shownNew policies prophesied and other upcoming gov

related predictions.

VALUE PROPOSITION(PAID VERSION)

Even more personalised interface by setting the geographical area, age etc

Sync with reading apps. Also available on kindle

Simulation of each policy for the individual and perform related mathematical calculations if any.

Other Gov information like status of a court case, documents reqd for different Governmental activities etc.

COMPETITORS The Biggest rival out there for us : ‘Government

policies of India’It aims at providing the same information

regarding the GOI PoliciesIt has an established user trust and provides

segmentation of the categories of policiesAccording to Customer reviews, the policies

are not up to date and not all of them covered.

POINTS OF PARITY Indented to provide the same core information,

i.e. The policies offered by the government.Categorised the different sectors of the policiesProvides info regarding the eligibility criteria and

the pros and cons of a policyDoes cover all the important sectors in this field

POINTS OF DIFFERENCE Online Social Hub where Premium members

can share their experiencesMore categories and covering every policy in

each category.Personalised Simulation of individual policy.Other governmental information available on

the same platformMore convenient and attractive user interface.

For Customers

For Collaborators

For Company

SERVICES Regular updates in the both Free and

paid version of the app Market App Effectively via SMS, Emails and blogs Creating a website for the app Immediate response on feedback Occasional sale on Paid version to attract more customers

INCENTIVESIncentives to rate and like the app’s

social media pages Refer the app to your friends & family

for limited app free versionCombo benefits in purchasing more

than one appWatch Advertising videos to unlock

new feature for limited time

Selecting the pricing objective

Determining Demand

Estimating Costs

Analyzing Competitors’ Costs, Prices, and Offers

Selecting a pricing method and setting the final price

Following Steps are followed in Setting a Pricing Policy-:

PRICING Pricing will not be permanent and will change according to

service roadmap and research upfront Psychological discounting- the ending with ‘9’ Combo offers for downloading multiple apps- such as 59c

for two apps, 99c for three Channel pricing – More for iOS compared to PlayStore Pricing Models such as – Free, Paid, Freemium, Paymium

DISTRIBUTION

INFRASTUCTURE App developers-• Keep upgrading the app• Keeping check of the Bugs

People contributing to the info in the app-• Find new info that can be added• Find more proofs of effective results to display

PROCESSESUsing the free app to promote the paid appKeep monitoring competitors pricesMaintaining Strong Word of Mouth via social media platforms.Collaborating with other well known apps like Government policies of India

SCHEDULEReleasing more apps for different segments and

categoriesIntensive Market Research to meet the need betterLogical difference between the free and paid appPricing StrategyBrand Communication to associated customersDon’t get complacent! Keep Innovating

RECAPAction PlanSituation AnalysisGoalApproachPricing StrategyExecution

Created by Rishabh Gupta, RCOEM , by Prof. Sameer Mathur, IIM Lucknow.during a marketing internship

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