The marketing plan summarizes the launch of a new mobile app called "The Vent" which aims to provide mental health support through active listeners and therapists. The app will be free for initial 13 days with listeners, and offer premium subscriptions with access to therapists for $99/month or $259 for 3 months. It will target young adults and adolescents experiencing anxiety, depression or stress. The app will be launched after building infrastructure of software, marketing, collaborations and quality divisions over 4 months to ensure therapists, listeners and customer support are in place.

1. MARKETING PLAN FOR MOBILE APP
THE VENT

2. “The Vent – Let it out!”
THE VENT

3. NAVIGATION
 Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics
 Implementation

4. EXECUTIVE
SUMMARY

5. Current Situation Of Market
 Access to the right therapy at the right time
can have an enormously positive impact on a
person’s life. It can help people to better manage
their condition and, in many cases, enable a full
recovery.
 But many children, young people and
adults of all ages across the country are still
waiting months and sometimes years to get the
treatment they desperately need.

6. The Vent App
“ If you are going through any kind of psychological
turbulence: anxiety, fear, depression, rage, guilt and
stress or if you just need to talk it all out without being
judged and live in peace, "The Vent" is your solace.”
will be addressed to all the needy.

7. SITUATION
ANALYSIS

8. COMPANY OVERVIEW
 This app is addresses the real and unstated need to
live a happy and positive life which is primary need
of any human being at any point in their.
 This app providers its customers the holistic
experience of assurance and psychological help
through active listeners and therapists 24/7.

9. MARKET OVERVIEW
 The market to this app can be as wide and as deep as one
digs in and are willing to embrace their inner-selves.
 1 in 5 Adults have a mental health condition.
 Youth mental health is worsening.
 There is a serious mental health workforce
shortage.
 These statistics show impeccable market laid out.

10. THE ALARMING NEED

11. WHERE THE APP CAN MAKE A MARK

12. TARGET CUSTOMERS
The need is rising among young adults and adolescents; Making
them our target customers.

13. 56.5% of adults with a mental illness receive no treatment.
And thus the overly stressed middle agers make it to our target
customer list.

14. GOALS

15. GOALS
 The primary objective is to go to the depths of the
customer's issue by directly dealing with our
therapists along with the continual support of our
active listeners and thus provide the customers their
solace.

16. Expenditure on therapy - Our Revenue
 A new report published in Health Affairs shows that
not only are mental health conditions expensive,
they are the most expensive – costing Americans
over $201 billion a year.
 The app with its reasonable pricing and easy
availability in the customer’s smart devices, we
expect 7-10% of the revenue with the freemium
approach.

17. STRATEGY

18. TARGET MARKET

19. CUSTOMERS
It caters to the needs of the target Young Digerati PRIZM Cluster and
then gradually spreads to the wider demographic segment targeting
ages 16 to 54.( them being active mobile users)

20. ONLINE COLLABORATIONS

21. COLLABORATORS ACROSS THE GLOBE
1. The caring/experienced active listeners from preferably the
psychiatric ad psychological backgrounds or interests.
2. The kind hearted therapists who are willing to do social service.
3. The therapists looking for some extra income or for extra fame and
traffic to their clinics.

22. COMPETITORS

23.  Talkspace Counseling & Therapy – provides only
therapists and counselling in its app
 7 Cups Of Tea – provides only active listeners under
its app
 “The Vent” provides both the privileges of active
listeners and therapists

24. COMPANY

25. 4 Divisions
 SOFTWARE DIVISION – focuses on building,
updating, improving and continual enhancement of
the mobile application experience.
 MARKETING DIVISION – focuses on promoting
the app through all kinds of social media, apps and
websites along with direct marketing to colleges and
universities.

26.  COLLABORATION MANAGEMENT – focuses on
establishing and negotiating the existing
collaborations and on increasing the number of
quality collaborations.
 QUALITY AND CUSTOMER CARE – focuses on
checking the quality of service provided ensuring the
customer satisfaction with continual feedbacks and
customer interaction.

27. VALUE PROPOSITION

28. POINTS OF PARITY
 Promise for Anonymity.
 Volunteered active listeners who care.
 The active listeners will be screened and trained
before entitling them.
 Customer gets to choose and change the listeners.

29. POINTS OF DIFFERENCE
 Reasonable pricing with surplus benefits
 Continual support of the active listener when therapist isn't
available.
 The listeners aren't random always but they are students and
interns from psychology background in majority.
 Has both therapists and active listeners under one roof.
 Music therapy recommend by the therapist can be played as
the background music in the phone through the app at any
point.

30. VALUE TO :
 Customers : It gives them the guidance to their psychological
health and helps them deal courageously with their lives and
live in solace.
 Collaborators : A form of service to a good cause to the
interested listeners/ therapists. And also a source of
additional income and traction
 Company : It benefits the company through commissions,
premium subscriptions and through free app downloads.

31. TACTICS

32. PRODUCT
FREEMIUM APP

33. FEATURES
1. Free for 13 days initially, where the customer will
interact with our trained listeners for 10 days
2. On 11 12 13th day; they get to interact with the
therapist twice a day (to taste a bit of premium so as to
lure and convince customers to upgrade )
3. And a customer who regularly interacts through the
app will get a sample of premium benefit to talk directly
to the therapist on voice call or video call for two more
days.
4. If they choose not to subscribe to premium, they will
be availed of the primary benefits as in the first 10 days.

34. 5. There will be two kinds of payment methods with their
benefits :
One month (there will be the continual support of the
therapist and a listener throughout along with pre-
scheduled voice calls with the therapist )
Three month (there will be the continual support of the
therapist and a listener throughout along with voice
and video calls with the therapist which can be
scheduled by the customer)

35. PRICING AND INCENTIVES

36. Price
 $ 99 per month - for monthly payment
 $ 259 per month- for 3 monthly payment
 As the good therapies range from $50 to $150 (per
session) on a mediocre scale and as high as $600(per
session) in extreme cases.
 The app provides therapy on daily basis at a very
reasonable price equal to single session. As the active
listeners are volunteers, and upon high demand of
the therapists we have contract of taking 5%
commission or else we would pay the therapists
normally.

37. Incentives
 Giving a great experience and thereby increasing
number of downloads will again generate revenue
from Google play and Apple Store.
 Giving customers 20 day extension of the
subscription per a single referral and download.
 Extended free trail bonuses on instant downloads in
educational institutes when promoting the app there.

39. Through our collaborators
Through Therapists
and their clinics
Through listeners
and customers
Through Direct-Marketing

40. SOCIAL MEDIA

41. ONLINE MARKETING
Through e-mails and e-
journals and blogging.
By sharing and spreading customer
experience and benefits

42. PLACE
(DISTRIBUTION)

43. ON TWO PLATFORMS :

44. IMPLEMENTATION

45. Infrastructure
• Software
division
1
• Marketing
division
2
3
4
•Collaborati
-ng division
• Customer
& Quality
division

46. Process & Schedule
 1 month of perfect ground work in understanding how therapy
and the relationship between therapy-therapists-customers
work by the marketing and customer& quality divisions.
 3 month prior the software division will work, build and test
the App before launching.
 The collaborations team will parallelly make pacts with
therapists and clinics along with registering and training
listeners.
 Then the marketing team will launch the product .

48. Created by Vyshnavi Veluri,
Vasavi College of Engineering(Hyderabad)
during a marketing internship
by Prof. Sameer Mathur, IIM Lucknow.