WorkEase Messenger is an imaginary android app company, and here is a discussion on the marketing plan for the same. This was created in an internship on "Marketing Management" offered by Prof. Sameer Mathur, IIM Lucknow

1. WorkEase Messenger

2. What isWorkEase Messenger?

3. WorkEase Messenger is a professional messaging app, which is made mainly for
communication thatpertains in the corporate world.

4. WorkEase Messenger is dedicated in making working life simpler, more pleasant and more
productive.

5. Major Features

6. Real time messaging and file sharing
Likemost messaging apps, WorkEase Messenger hasattractivechat features, with added facilityof file sharing.

7. Powerful Search Options
Most messaging apps do not have very efficient search options. WorkEase Messenger lets you
search for keywords from a particular project more efficiently andeasily.

8. Integrations with apps like Dropbox and Google Drive to better
the overall experienceand comfort.

9. Easier to create projects for better work results, with the added facility to
add to-do’s, reminders and requests.

11. •Executive Summary
•Situation Analysis .
•Goal .
•Strategy and Tactics
•Value Proposition .
•Implementation .
An Outline

13. There are hardly any mobile apps that help in the work of a corporate individual. The
appsthat existare toocasualand lack necessaryfeatures.

14. WorkEase Messenger is the solution here!

15. Company’s goal is to reach a mark of 10,000 downloads
ina periodof 10-12 months.

17. Since, the company works in the field of messaging, there is a lot
of competition.

18. Giants like Whatsapp and Hangouts are one of the
greatest competition in the field.

19. But, the competition does not end there! Companies like Slack and Asana
work in almost the ideology as WorkEase Messenger, with a relatively smaller
reach.

20. What is the target market?

21. Thetarget audienceis majorlyfocusedon the corporateworld.
Although, this canalsoprove tobeveryhelpful to start-ups and
collegestudents.

23. Reach 10,000 downloads in a periodof 10-12
months.

24. Reach a conversion rate of 5% from Free version to
Premium version.

25. Achieve rating more than 4/5 onthe Google Play
Store.

26. Get atleast 10 corporate companies to adapt WorkEase Messenger
intheir corporate environmentina periodof6 months.

27. Strategy & Tactics

28. One way of collaborating with a company would
be to provide them with a free trial for one
month.

29. This gives them a knowhow on how the app works and why
it is useful for the company. This will in turn get more
downloadsfrom that company.

30. Another way would be to give a few Premium version apps to a
company free of charge. Upon learning the benefits of the app,
the company will buy more Premium version, thus generating
revenue.

31. Value Proposition

32. Based on Freemium strategy, 2apps will be
released – Free and Premium.

33. Both will be available on Google Play Store
so as to reach large masses of people.

34. The Free version, as the name suggests, will be free of
cost and will be the main source to attract app
downloaders.

35. Major Features included in Free Version
•Chat options& VideoCalling
•Create andmanage projects,but with restriction on numberof
projects
•Facilities likeDropboxand GoogleDrive
•FileSharing with a limitof file size

36. Premium Version
It has everything that was includedinFree version, without the
limitations. It can be sold at a priceof $1-$2.

37. Instead of using the “Freemium” Strategy, we can also
focus on in-app purchases.

38. In-App Purchases
There willbe only 1 app, with all the features
previously included in Free version.

39. In-App Purchases
If the uses wants a specific feature enhanced, he has to pay
onlyforthatpart, insteadofbuying thePremiumversion.

40. In-App Purchases
This helpsin generating morerevenue because there are always
peoplewho want a specific feature, instead of purchasing the
Premium version.

41. Implementation

42. The major hurdle in marketing an app is to make it
noticeable to the people. It has to be positioned in such a
way,thatpeopleareattractedbyit!

43. Since this app is majorly for the corporate worlds, we could give a
free trail periodto a fewmajor companies.

44. This would bring the app to notice of the employees of
that company and its competitors.

45. Another way to do the same is to give them Premium version free
of cost for, say 4-5 systems. This will have the same, or better
effect onthe mindsets ofthe employees.

46. To achieve better marketing, the product can be publicized
with the help of advertisements, that include TV ads, radio
ads,print media,and adson other apps.

47. We must use all the resources available to us, in order to
achieve5% conversionratefromFreetoPremium version.

48. In order to generate good revenue, it is necessary to find a balance
between traffic andpaying customers.

49. On-app advertisements can also be a plausible source
of revenue.

50. Last, but not the least, regular innovations are required to maintain
and increase the revenue inthe competitive environment.

51. Createdby ParthShah,IIT Madras,during a marketing
managementinternshipbyProf. SameerMathur,IIM
Lucknow.