AN ANDROID APPLICATION

MARKETING PLAN

•SPACES is a proposed initiative for the ‘read it later’ service industry.

•It is to be established as an Android application, aiming for integration with 3rd party apps.

•It aims to enhance readership experience as well as Social networking of its users, in a profitable manner. It aspires to be a leading app in this industry. Currently it aims at acquiring substantial market size.

It targets the professionals, students, researchers, entrepreneurs and knowledge workers.

•The problem is this:

• Chances are, you stumble upon a lot of articles and other content during the day that look interesting, but that you don't have time to do so at the moment. Instead, you want to come back to the content when you have free time.

It's easy for good content to vanish into the black hole of the internet.

Instead of letting it disappear, you can use a "Read It Later" app to centralize all that content.

At their core, Read It Later apps bookmark the things you want to come back to, to read in downtime, on your preferred device in a much friendlier, more beautiful format.

•The Company is recently incorporated and this would be the first market offering of the company.

• Industry: android app providing ‘save for later’ services. It is already established with 3-4 major players.

A research has been conducted to understand the customer behaviour and their selection of the Mobile application.

1. Types of Content Users Save

Reading Experience

Organizational Options

Save Method

Multimedia

Cross-platform Support

Curated Content

Social

PriceWhat additional features do you get for a paid subscription?

How does the service help you find new things to read?

How well does the service work with various devices, and how easy is it to export items out to other services?

How easy is it to connect with other readers through the app or to share material out of the app to your various networks?

How does each service handle material beyond words like images and video?

How easy is it to save items to read later, and what options are available as you save them?

How can one sort and organize the items that have been saved? And how easy is it to find an item that’s not at the top of your list?

How does the app provide wonderful reading experience to the reader?

2. Criteria for Selection

The market for mobile apps is already big -- and it’s just going to keep getting bigger.

Why Android app and not an iOs app?

Android is currently the leading global Smartphone operating system

By 2017, the App Market Will Be a $77 Billion Industry.According to the survey, an average spends maximum time on ‘SEARCH, PORTALS and SOCIAL’ applications and minimum time on ‘ COMMERCE AND SHOPPING’ applications in Top 5 Smartphone Apps.

Seeing a huge market size, the company feels there is a scope of growth and profitability in this sector.

Competitors

POCKET INSTAPAPER

READABILITY

INDIRECT COMPETITION

DIRECT COMPETITION

Evernote Safari Reading List

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

SWOT Analysis

• Strong brand name of competitors.• The competitors are well integrated

with most of the third party apps.

• Superior product• Pricing effectiveness• Pricing competitiveness• A sound value system

• Convergence of industry trends.• Continuous evolving technology.• Huge market size with more demanding customers

• Low availability of capital• A newcomer- 0 company

reputation and customer base

The company has decided to focus on individuals who are always on the go or find themselves short on downtime throughout the day.

STUDENTS RESEARCHERS

KNOWLEDGE WORKERS

ENTREPREUNERS

AMBITIOUS PROFESSIONAL

S

Customer AcquisitionGreater integration with 3rd party apps

(collaborators)

Greater user experience and simplified user

interface

Become a zero debt institution in about 3

years.

Embed ‘Spaces’ in every part of Web

Attaining 5% market share by the end of 6 months

100 customer reviews at the end of 2 months

Integrate with 100 3rd party apps for sharing content (social) by end of 3 months

Integrate with 100 3rd party apps for saving links by end of 3 months.

To receive 25 lakhs in sponsorships in 3 months

To get atleast 50 users to subscribe for premium services in 5months

CUSTOMERS

Save content and view offline- working

professionalsSocial- recommending,

tagging

Article discovery

Researching and what is trending

Even if articles disappear on net, you have a copy

COLLABORATORS

PARTNERSHIPS• Supported devices• Supported apps

KEY STAKEHOLDERS• Customers• Company Personnel• Partners• Distributors

COMPETITOR

POPs

Core need of target

marketsTag

suggestions

Archiving the

articlesAd free experienc

e for premium

users

Recommending

articles

Customised user

interface

POCKET VS SPACES

PODs

Offline diction

ary Night mode readin

g

Folder creatio

n

Supported

devices

Consolidation

of duplicate links

Saved videos

in offline mode

Speech to text

POCKET VS SPACES

CUSTOMERS

CUSTOMISED INTERFACE

CURATED CONTENT

CONVENIENCE- EASE OF SAVE AND

VIEWINGCOMPETENT

PRICE- EFFECTIVE

BETTER ORGANIZATION AND

MANAGEMENT OF CONTENT

AFFORDABLE

CUSTOMER ORIENTED

SPACES IS TO ENSURE YOUR COMFORTABLE PERSONAL SPACE

RESPONSIVE TO FEEDBACK

SOCIAL

Value PropositionPositioning Strategy Positioning

Statement

COLLABORATORS

Greater Revenue

Larger viewership

Analytical Support

Other technical Support

Guaranteed returns on investment

Business doesn’t work in Isolation, and SPACES is the right partner

Value Proposition Positioning

StrategyPositioning Statement

COMPANY

Greater Profitability

Rewards- bonuses, hikes, non monetary

United We Stand, Stronger We Are

Better Brand Image

Higher incentives

Higher customer Value

Condensed culture

Expanded skill set and higher

opportunities

Value Proposition

Positioning Strategy

Positioning Statement

Tactics

• Attribute: Android mobile and desktop application

Supported Devices

‘Spaces’ has official apps for Android, Chrome, and the web. There are also third party clients for Windows Phone.

Supported AppsIf you want to save content

from Youtube,Feedly, Facebook, NewsRoom, Flipboard, Instagram, Twitter,Zappier, ‘Spaces’ is the service to use.

Free services One can save articles, book reviews, song lyrics, recipes,

pictures, videos in the app.

Saved articles and pictures can be read/ viewed in offline mode. No wifi required. Saved Videos require Wifi connection.

Customised Reader Interface- Choose from different fonts, multiple font sizes, paragraph spacing, and line spacing options as well as three color palletes.

Choose from two views on the home screen: a tiled "card" view and a traditional list view.

Recommended articles/ videos as well as follow others and read articles they have liked.

Send articles to other people via email, or—even better—straight to other ‘Spaces’ users.

Saved articles/ videos/ pictures stays in queue for 15 days. Afterwards, they are archived.

Multipage supporter

Fastest content downloader

Night Mode feature

Premium Services Annotations- unlimited, endless notes.

Saved videos can also be watched in offline mode.

Duplicated links are consolidated.

Highlights- allows user to highlight and save bits of articles,/ videos instead of archiving the entire article or video.

Speed read through articles or listen to them with dictation

User can create folders to organize saved content.

Theme management and smart tag suggestions

lifetime access to archives

Inbuilt offline dictionary

ad and banners free mode

BRAND NAME: SPACES

TAGLINE: LOGO:

MEANING: when an interesting content catches the attention if people, who are always on the go, they can click and Save the link. It is in their comfort space that they come back to the links. Taken other way, Spaces is a place to Store your articles and videos.

SAVE ON THE GO. READ IN FREE SPACES!

•The business model is a FREEMIUM MODEL.

Certain services are free. Only a user account is required for access.

The advanced services, i.e, Premium Services will be charged on subscription at $2.5/ Rs. 167.5 per month.

The prices have been charged lower than that of competitors along with superior features.

CUSTOMERS COMPANY PERSONNEL

Rewards in form of bonuses, paid trips and non monetary incentives are given for: Suggestions for

improvising or innovating the app

bringing premium users fund raising apart from

the finance department

COLLABORATORS

Analytics— Publishers can see what’s being saved, how often

it’s being read and which authors are most effective over a 24 hour,

7 day or 30 day period.

Custom footers — When an item is saved to SPACES, if the site is

part of the SPACES for Publishers program, they can add a footer

to the article with custom messages.

Save to SPACES button — the Save to SPACES option will allow

users to grab content with a click, even if they don’t have the SPACES bookmarklet installed in

their browser.

Site subscriptions — For sites with a paywall, SPACES has integration that allows the content to be accessed via subscribers, directly within the app.

Building very simple APIs for the ease of partnerships and integration.

It has developed certain tools for its publishers:

SPACES IS A USER FRIENDLY, EXTREMELY SIMPLIFIED APP WTH THE AIM TO ENHANCE READER EXPERIENCE AND SOCIAL. IT AIMS FOR TRANSPERANCY, SIMPLICITY AND EFFECTIVENESS.

DYNAMIC WEB SITE

DIGITAL PR AND

PARTNERING

INTERACTIVE BLOG & FORUMS

VIRAL VIDEOS

& GEURRIL

A MARKETI

NG

ONLINE ADVERTIS

ING

SOCIAL MEDIA

(FACEBOOK

&TWITTER) PAGES

SEARCH ENGINE

OPTIMIZATION

WORD OF

MOUTH & APP REVIE

WS

EMAIL MARKETIN

G

GOOGLEGOOGLE PLAY

STORE

AD NETWORKS

Implementation

A team of 5 would be the organization, as of now. They will be hired using services of an HR Consultant.

FounderWeb DeveloperTechnical ManagerFinance ManagerMarketing ManagerLegal Consultant (not a permanent employee)

App Development

Partnerships and

Collaborations

Pre launch Marketing

Launch

Marketing Tactics

Feedbacks and monitoring

Bug fixes and up gradations

START HERE

ACTIVITY TIME TAKEN

Control

NEW CLIENTS ACQUIREDCLIENT/PARTICIPATION FEEDBACKCLIENT RETENTIONNEW FEATURES AND CONTINUOS INNOVATIONEXPENSES: MONTHLY AND ANNUALLYREVENUE: MONTHLY AND ANNUALLYCOMPETITORS OFFERINGS

FOLLOWING AREAS WILL BE MONITORED VERY CLOSELY BY ‘SPACES’ MANAGEMENT:

•This presentation is created by AYUSHI GUPTA, SRCC, University of Delhi, during a Marketing Internship under Prof. SAMEER MATHUR, IIM Lucknow.