The document outlines a market opportunity and plan for a mobile app that provides information on government policies in India. It notes that few apps currently exist in this space, leaving significant untapped potential. The plan is to create both free and paid versions of an app that makes policy information more convenient, effective and personalized. Key actions include extensive research, regular updates, and incentives to boost downloads and engagement over 3-6 months to achieve download targets and increase revenue.

2. MARKET OPPORTUNITY
 Gov related apps doesn't play a significant role in the
PlayStore market.

3.  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

4. 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

5. ACTION PLAN
A Free and a paid App in all Major Platforms
Research to find where the already existing
apps are lagging and update those things
Motivate 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

7. 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

8. 54
32
12
2
College Students
Young professionals
Middle-aged
Others

9. Mobile App Analysis
Parameter Scoopwhoop Storypick Scroll.in
Rating 4.2 3.0 4.3
Downloads 50 thousand 50 10 thousand
Website Analysis
Parameter Scoopwhoop Storypick Scroll.in
Country rank 178 423 384
Total visits 17.20 million 7.70 million 4.20 million
Average visit duration 00:02:20 00:01:47 00:03:26
Pages per visit 1.96 1.45 6.20

10. 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

11. Cut-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

13.  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

14. 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

15. 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

17. APP CHARACTERRISTICS
Customers 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 graphics
Personalized UI design for convenient experience

18. COLLABORATORS
App Developers
Communication team or channels
linked for videos
Mutually benefiting association with
Start-ups
Advertising Partners

19. CONTEXT
Technological- a new dimension to the
use of smartphones
Economic- downloading an app saves
the internet usage
Physical- help people better their
lifestyle by providing easy exercise
anywhere and anytime

20. 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 it
Keep the screen on when any text information is
been shown
New policies prophesied and other upcoming gov
related predictions.

21. 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.

22. COMPETITORS
The Biggest rival out there for us : ‘Government
policies of India’
It aims at providing the same information
regarding the GOI Policies
It has an established user trust and provides
segmentation of the categories of policies
According to Customer reviews, the policies
are not up to date and not all of them covered.

23. POINTS OF PARITY
Indented to provide the same core information,
i.e. The policies offered by the government.
Categorised the different sectors of the policies
Provides info regarding the eligibility criteria and
the pros and cons of a policy
Does cover all the important sectors in this field

24. POINTS OF DIFFERENCE
Online Social Hub where Premium members
can share their experiences
More categories and covering every policy in
each category.
Personalised Simulation of individual policy.
Other governmental information available on
the same platform
More convenient and attractive user interface.

26. Employ emotional branding, cultural branding and brand journalism
Create buzz and a loyal app community
Develop POPs and PODs
Identify and analyse competitors
Conduct a low-cost market research
For Customers

27. Differentiate the app from millions of other similar apps through any one of:
Employee , Channel or Image differentiation
Develop a list of take-aways for them
Analyse the needs and wants and goals of the collaborators
For Collaborators

28. Effectively communicate the same to the investors and win their trust
Build and maintain a clean financial and legal image
Effectively communicate to the employees the same and remove all ambiguities pertaining to
their role in the organisation
Clearly outline the basic structure and functions and develop a cogent brand mantra for the app
For Company

29. 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

30. INCENTIVES
Incentives to rate and like the app’s
social media pages
Refer the app to your friends & family
for limited app free version
Combo benefits in purchasing more
than one app
Watch Advertising videos to unlock
new feature for limited time

32. 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-:

33. 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

34. DISTRIBUTION

36. 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

37. PROCESSES
Using the free app to promote the paid app
Keep monitoring competitors prices
Maintaining Strong Word of Mouth
via social media platforms.
Collaborating with other well known
apps like Government policies of India

38. SCHEDULE
Releasing more apps for different segments and
categories
Intensive Market Research to meet the need better
Logical difference between the free and paid app
Pricing Strategy
Brand Communication to associated customers
Don’t get complacent! Keep Innovating

39. RECAP
Action Plan
Situation Analysis
Goal
Approach
Pricing Strategy
Execution

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