9 TO 5 ISN’T WHAT LIFE IS ALL

ABOUT: PRESENTING

AFICIONADO

A COMPREHENSIVE MARKETING PLAN FOR A SMARTPHONE APP

EXECUTIVE

SUMMARY

An app that lets people

connect with peers and

connoisseurs filtering them on

the basis of a particular

hobby.

What we do, what

we like, is who we

are. Leisure doesn’t have to be boring or empty.

The ambition is to build a go-to

app whenever one has leisure

and would like to learn

something, indulge in a

pastime or build on an already

familiar hobby.

Build an efficient and user-friendly

app, interest connoisseurs to

become a part and proffer their

advice, and rock the targeted

market.

SITUATION ANALYSIS

Aficionado is a unique

idea. The lack of similar

competitors is the strongest

favourable factor.

The idea brings all hobbies under one umbrella. There are apps

for specific hobbies but not an all-encompassing hobby app.

Marketing hobbies

makes the target market

fairly large.

This has its merits in a larger customer base and challenges in

wanting to satisfy every customer.

GOALS

Aficionado aims to bring together

people who wish to learn and

people who wish to share their

knowledge. Discuss, get advice,

follow your hobby.

ANYTIME. ANYWHERE.

Make users aficionados in at least one area by providing

them with all the tools they need to transform themselves

into one.

You have it in you.

We merely aid you.

The goals also include

strengthening the brand over

time, maintaining an ardent

customer base and keeping

the financial facet on track.

STRATEGY

The target market

comprises anybody who

wishes to bide away their

leisure time meaningfully.

Housewives, senior citizens and teenagers are the primary

consumers however.

A go-to app to help people

develop, discuss and maintain

hobbies is nowhere on the Play

Store. The app is unique in this

respect.

• Customer value is depicted by potential skill set

enrichment, knowledge gaining and indulgence

in meaningful pastimes.

• Interaction with people with similar interests is

always a great experience.

• Whenever needed, an expert provides advice.

• Aficionado keeps track of your progress for you.

Key collaborators are companies

which sell equipment pertaining

to a particular hobby, e.g.

Hobbyking, Hobby Lobby &c.

Collaborator value lies in their company being

advertised in the best niche possible.

The positioning strategy shall

aim at making people

realise that their time isn’t

worth wasting frivolously.

There’s much to learn that many lifetimes would fall short.

TACTICS

The free version shall aid users to

connect and discuss with users

with similar hobbies, read selected

posts that entail suggestions

pertaining to their hobbies.

The paid version shall have full access

to posts, the opportunity to interact

with connoisseurs in any hobby and

get help and suggestions from them,

and a hobby tracker that shall enable

people to monitor the progress of their

hobbies.

Up for grabs at $9.99.

There’ll be a monthly subscription as well centred on the

amount of time a person interacts with a connoisseur.

Social Media Marketing will be a

key aspect of communication.

We’ll aim more at Personal

Marketing than Mass Marketing.

Facebook, Twitter, Pinterest, Tumblr, Quora.

Play Store, Apple Store, Windows Store.

The downloads will be free but it’ll only be a free trial.

Discounted equipment for

your first hobby. Refund on

the subscription fee if you

aren’t satisfied. Making you

happy is our hobby.

IMPLEMENTATION

Aficionado will have a line

organisational structure. We need

to keep it simple and fast.

Aficionado plans on reaching

20,000 downloads within a

month, then growing

exponentially until every hobby

seeker has an Aficionado app.

DISCLAIMER