This presentation describes the various steps involved in preparing a marketing plan, such as: 1. Executive Summary 2. Situation Analysis 3. Goal 4. Strategy 5. Tactics 6. Implementation

1. MARKETING PLAN FOR A NEW MOBILE APP
…Because it helps

2. CONTENTS

5. 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

6. 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

8. 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

9. ME TIME
46%
SOCIALIZING
19%
SHOPPING
12%
OTHERS
23%
HOW PEOPLE USE SMARTPHONES
Source: insight surveys
Users prefer to invest
time on things, which give
help them relax
their mood,
cheer them up

10. 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

12. TIMELINE
t=0: launch of app
t=1 month:
1k downloads
t=6 months:
10k downloads
t=1 year:
30k downloads
t=2 years:
100k downloads

13. 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

15. 3-V PRINCIPLE
COLLABORATOR
VALUE

16. 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

17. COLLABORATORS
Writing enhancement programs
consultancy firms
gyms
music apps
talks, quotes websites
YouTube channels

18. COMPETITORS
blogging websites
eg, Blogger
apps on personal diary
eg, My Diary
thoughts sharing apps
eg, Open Up
knowledge sharing platform
eg, Quora

19. 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

20. 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

22. PRODUCT
RELIVE THE
MOMENTS

23. 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)

24. 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

25. 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

26. 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

27. COMMUNICATIONS

28. DISTRIBUTION
App website

30. CEO
CFO CMO CTO
ORGANIZATION
Finance Team Sales & Marketing Technology
Solutions
Product
Development

31. BUSINESS PROCESSES
Beta 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

33. DISCLAIMER
This presentation
was created during a marketing internship,
under the guidance of
Professor Sameer Mathur
IIM Lucknow
Ph.D.: Carnegie Mellon University
by
Abhishek Gupta
IIT Guwahati