The marketing plan is for a new Android app called "Your House Keeper" that allows users to hire housekeepers with one click. It aims to provide a digital solution for hiring housekeepers in big cities like India. The app will have profiles of over 500 housekeepers. It will be positioned as a unique app in its concept and market. The target customers are youth, working spouses, college students, people living with elders, and migrated families. The goals for the app in 3 years are to have 1 million daily page views, a valuation of $2.5 million, and estimated monthly revenue of $100,000.

1. Marketing plan for
Your house keeperJust one click!

2. Executive summary
Marketing plan for a new android app

3. Housekeeping Services are designed to give you
the peace of mind you deserve and the time you
need to enjoy your life and loved ones.

4. The very main reason why most of us gets timid
in cleaning up our place is because of our busy
schedules. And that is the very main reason why
we should hire professional cleaners.

5. Introducing your house keeper a unique and
never introduced app which will make house
keepers available for you at just one click with
around 500+ profiles available.

6. Offering a unique value proposition to its users,
it provides them with an opportunity to access it
for free.

7. It aims to provide a digital solution to a problem
which is very common in big cities and countries
like India.

8. Further this app will make the life of the user
very easy as it will play an integral part in the
rapidly changing online platform business.

9. Situation analysis

10. 2.1
Company overview

11. Core competencies
• Excellent Customer Relationship Management practices.
• Adoption of latest data analytics techniques.
• Implementation of SEO and ASO
• Tie up with reputed landlords and other keeping.
• Diverse content, reliable sources and an impressive number of
options available.

12. Strategic assets
• All the members of the Strategic Business Unit.
• The expected large user-base.
• In-app advertisements, that’ll generate revenue.
• In-app purchases, in keeping with the Freemium model.
• Communication partners

13. Current product line
• Free digital platform for hiring of house keepers
• Around 500 profiles available
• Professional set up for cleaning your homes along with full security
based system.

14. Market position
‘Your house keeper’ will be positioned as an app which will be unique
in its content, as it will be providing data of around 500 house
keepers. An app which will be positioned as something which is very
new in concept. The app aspires to cater the market with the first
mover advantage.

15. Market overview

17. Potential customers
• Youth working with big companies.
• Spouses working.
• College students.
• People living with old people.
• Migrated families.

18. Competitor analysis
As this product is new in the market so for now there is no
such kind of competition In the market. there are companies
and apps which are available offline providing such services,
but the way this app will be providing services will be new
and unique in its kind.

19. Opportunities
First mover advantage
Unique solution for a problem
Freemium model available

20. Threats
• Big risk involved in the whole execution plan.
• Huge capital requirements.
• Relationship building in this business can be tough.
• Security and reliability issues.

21. Target customers

22. •Youth working with big companies.
•Spouses working.
•College students.
•People living with old people.
•Migrated families

23. About the market segment..
Measurable: Size, purchasing power and characteristics can be
measured
2. Substantial: Large and profitable enough to serve
3. Accessible: Can be effectively reached and served
4. Differentiable: Responds differently to different marketing mix
elements
5. Actionable: Effective programs can be formulated to attract it and
serve it

24. Goal (3 years)

25. • At least 1 million page views daily
• Valuation of a minimum of $2.5 million USD according
to visitor traffic
• Estimated monthly revenue of $100,000

26. 4.
Strategy

27. 4.1
Target market

28. Customer needs
• Reliable information available.
• Information must come from an reliable source.
• A platform to provide best workforce.
• Reasonable prices and cost attached.
• Security issues.

29. Customer wants
• Labour at low prices.
• Security and reliability factor.
• Huge amount of choice available.
• With time supply of labour.

30. Distinguishing characteristics of customers
• Use Smartphones regularly and be updated.
• Eager to absorb new knowledge.
• Have strong opinions on a multitude of issues and openness to
experiences.
• Are enterprising and hectic workers.

31. Collaborators
• Suppliers of labour force.
• Big landlords
• Social media platforms running for housing.

32. Company’s strategic business unit
• App Development team: Coders, developers, software engineers
• Content Collection team: Surveyors, on-field reporters, sourcers
• Business Development team: Growth hackers, strategists,
negotiators, networkers, planners
• Marketing team: Promotions, communications and distribution team
• Data Analysis team: Analysts, statisticians, online trends trackers
• Finance and Accountancy team
• Public Relations team: Employee relations and Investor relations team
• Customer team: Customer care department, CRM team

33. Key stake holders
• Customers
• Employees
• Investors
• Suppliers
• Advertising units

34. The App’s Points-of-Parity
1. Hiring of labour online.
2. A n online portal available with vast number of options
3. All kinds of house keeping services offered.
4. Reasonable and affordable prices.

35. The App’s Points-of-Difference
• No filter or quality restriction on the contributions as these shall be
clubbed into a different category.
• Instead of relying on a content creation team, content shall be
sourced too from a vast array of reliable sources.
• The app will be based on a Freemium model.
• About 500+ profiles available.

36. Economic Context
• Digital content industry growing at a fast pace; expected to reach INR
20 billion by 2020 with digital ad spend expected to grow at 23- 28%
• The Internet related contribution to GDP at present is an encouraging
3.2%

37. Technological Context
• There are 167 million Smartphone users and 352 million
Internet subscribers as of 2015
• By 2017, India will have more than 250 million
Smartphones
• Inexpensive Smartphones and rollout of 3G and 4G
broadband infrastructure are rapidly coming together to
democratize online access

38. Socio-cultural Context
• Content consumption patterns have changed-People are
increasingly using their Smartphones during breakfast, lunch,
commute, work and dinner as well, deepening digital
content penetration
• Rural consumers are gaining access to low-cost
Smartphones and low rates of data-plans, broadening the
industry’s target segment

39. Regulatory Context
No stringent or impinging regulations exist in the
digital content industry.

40. Positioning strategy

41. • 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

44. Value proposition

45. • To Customers:- huge options available for choice and
reliable source.
• To Collaborators:-attaining the best use of resources.
• To employees:-Positive work environment, good pay,
growth potential, opportunity to pursue interests, job
security
• To investors:- Regular filing of returns, future growth
potential, financial stability, clean image, profitable and loyal
user-base, high ROI

46. Tactics

47. Product ( your house keeper )
• In app available unit.
• Freemium and premium models available.
• Access of around 500+ profiles.
• Options of hiring and firing according to the need of the customers.
• Security issues taken care of.

48. Brand
As the name of the app justifies what it provides ‘your house
keeper’ as well as the slogan clearly indicating what the app is
offering. JUST ONE CLICK slogan is represented as one which
means you don’t need to bother much , as the services will be
available just at your one click.

49. Price

50. Communication

53. Distribution

57. Implementation

58. infrastructure

59. Organizational structure
CEO
BUSINESS
DEVELOPMENT
HEAD
HELPER
Relationship
head
NORTH HEAD
SUBORDINATES
SOUTH HEAD
EAST HEAD
WEST HEAD
CUSTOMER
RELATIONS
PORTAL HEAD
FINANCE HEAD

60. • RELATIONSHIP WITH COLLABORATORS
• Our organization does not really require any channel members. We are
acting as a liaison between the helpers and needy people. So, our
relationship building will be only with the helpers. Our major focus will be
on creating more customer base.
• MAIDS/HELPERS:
• We would appoint 2-3 members per 30 helpers. These members will be in
touch with the helpers and cater their demands and complaints. To ensure
the efficiency of work, we will be asking for fact sheets from every team
per month.
• CUSTOMER BASE:
• Our customer base will have kept updated through an online portal system,
where everybody can post their queries and provide us with feedback. The
reason we have chosen for an online portal is every customer can update
his requirements easily and we will have the updated database every time.

61. Processes

63. Schedule

65. Control

66. PERFORMANCE EVALUATION:
• The biggest criteria for performance evaluation will be the
work generated per employee. Workers are the assets of our
organization, so we would evaluate the revenue that every
helper is generating for us every quarter. Generating revenue
with excessive helpers will backfire our organization only.

67. ENVIRONMENT ANALYSIS:
• Today’s world is of globalisation. Every professional has to
travel across the globe on regular basis. Hiring permanent
maids is going out of trend. Indians are also following the
concept of babysitter, home keepers etc. So, our product is
entering the market at the right time. Also, we have
comparative advantage over others as we provide the
helpers within 5 hours of request.

68. Scanning the market conditions through ground
level market research.
Analysing the consumer demands and
expectations.
Targeting the segmented market and positioning
the product by effective advertisement.
Desinging and Managing Integrated Makreting
Channels.
Creating and Managing a holistic marketing
product

69. References
http://readwrite.com/2010/11/17/10-distribution-channels-for-
mobile- apps/ 2. https://www.entrepreneur.com/article/239038 3.
http://buildfire.com/free-app-promotion/ 4.
http://www.ey.com/Publication/vwLUAssets/ey-future-of-digital-
january- 2016/$FILE/ey-future-of-digital-january-2016.pdf 5. photo
credit: <a
href="http://www.flickr.com/photos/91029339@N00/3156437303">
In the beginning, 1 January 2009</a> via <a
href="http://photopin.com">photopin</a> <

70. Disclaimer
Created my Simran Tapia under an internship done under MR. Samir
mathur IIM lucknow