marketing plan for a new app

MARKETING PLAN | SUBMITTED BY : SAJAL GUPTA , NSIT DELHI

HobbyHub

AGENDA• Executive Summary• Situation Analysis• Goal• Strategy• Tactics • Implementation

EXECUTIVE SUMMARY

Have a

Hobby?

Don’t know where to find your

hobby instructor or institute at

your convenience and

affordability ?

HobbyHub is a Hobby discovery platform, India’s 1st location based mobile marketplace that connects students with hobby class trainers within a locality.

MISSIONOur mission is to bring Hobby trainers and hobby students on a single digital platform to simplify search, bookings and engagement.

SITUATION ANALYSIS

I. Company OverviewII. Market OverviewIII. Target customers

COMPANY OVERVIEW

Geo-location search

Online Bookings

Priority searches

Videos and Online

Lectures

CORE COMPETENCIE

S

MARKET OVERVIEW

Strength Weakness Opportunity Threat

SWOT ANALYSIS

• Unique idea • Real time class

booking feature.

Huge potential users as people are becoming more passionate about their hobbies.

• New Developers• Competitors in

similar domain may enter.

• Lack of funds• Lack of talented

workforce.• Huge marketing

costs initially.

COMPETITOR

UrbanPro and UrbanClap are close competitor in this space with over 10,000 and 1 million downloads on Google Play.

POINTS OF PARITY Finding hobby instructors for home Enquiry over the app through chat feature Discuss details and get hired Trusted Professionals Transparent pricing and pre-approved quotes Seamless payment options

POINTS OF DIFFERENCE Also finds hobby classes and not just hobby

instructors. Geo-Location search : Finds instructors and

institutions according to your location. Search optimized using price and time

preference. Videos and Photos can be uploaded by hobby

instructors and hobby classes. Online payment and booking of classes. Priority places on search for premium sellers.

Most importantly

Passionate People…

OTHERS TARGET SEGMENTSSTUDENTS

KID’S PARENTS

HOBBY SEEKERS

HOUSEWIVES

COMPANY GOAL

2017 2018Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

App Launch

5,000+ Users

NUMBER OF USERS

10,000+ Users

50,000+ Users

100,000+ Users

Conversion Rate of atleast 10% i.e 10,000+ Premium Users on board by the end of first fiscal year.

Good brand image and customer reviews on social media pages and app.

STRATEGY

CUSTOMER NEEDSLess time and

energy waste in finding hobby

classes.

Affordability & convenience of

customers.

Location – near to customer’s location

Easy online payment and

bookings

COLLABORATORSApp Developer (To build a user

friendly app)

Designer

Payment Gateways

COMPANY

Stakeholders : Entrepreneurs and friends willing to invest in the App.

VALUE PROPOSITION

VALUE PROPOSITION

An user friendly app that will enable the users to follow their hobbies by finding and booking hobby classes according to their convenience and affordability.

• An app that is successfully getting many users.

• Freemium model with high revenue expectancy.

The company has potential growth in future due to increase in number of people willing to give more time to their hobbies.

Customer Value Collaborators Value Company Value

TACTICS

PRODUCT- free featuresFor buyers

Find classes or instructors according to location, time preference and affordability.

Watch videos and photos uploaded by these classes.

Book classes online. Online chat feature.

For sellers Free account on the

app without booking option.

Can upload videos and photos.

Online chat feature to answer enquiries.

Premium FeaturesFor buyers

Discount couponsOffers Free trials Online learning

feature by accessing video tutorials.

For sellersOnline booking Priority places on

the searchUnlimited text

messages to booked customers.

SERVICES

Regular updates in both free and paid version of the App.

Customer Support ServiceRegular messages and updates on social

media pages.

BRAND• We will position our app

in the minds of the target consumers as “Hobby-Just a Click away”.

• One of the most reliable explorer for finding hobby classes and instructors.

PRICE

Package 1Online booking

feature.Monthly : $4.99Yearly : $49.99

Package 2Online booking

feature + unlimited text messages to

booked customers.Monthly : $9.99Yearly : $99.99

Package 3To feature in

priority searches.

Monthly : $20Yearly : $200

App is free for customers. Prices will be charged from Sellers (Hobby Instructors).

INCENTIVES

One month free trial of Package 1 to hobby instructors Incentives to rate and like the app’s social media pages. Refer the app to your friends & family for discount

coupons and limited free online tutorials. Combo benefits in purchasing more than one app. Watch Advertising videos to unlock new feature for

limited time.

• Company Website

• Blogs

• Building Social Community on Facebook , Twitter etc.

• Quora

• Featuring E-Mails

• Word-of-mouth

• After collaboration with sellers – on their websites, social media, hoardings and pamphlets.

• TV and print Ads

COMMUNICATION

DISTRIBUTION

Apple App Store Microsoft Windows Store

HobbyHubwebsite

IMPLEMENTATION

Organizational Structure

CEO

Chief Financial Officer

Head of Marketing

Chief Technical Officer

Global Head Of Communications

Head of Business Development

Chief Product Officer

Marketing-Sales Team

Technical Team

Communication Team

Content & Consulting Team

Design and Development Team

Financing Team

PHASE 1

App Development (Research)

followed by App Testing & Feedback.

App LAUNCH

PHASE 2

Marketing & Promotion to build a strong

brand identity in the eyes of the

customer.

PHASE 3

User Acquisition

PHASE 4

User Retention

SCHEDULE

presented by Sajal Gupta

NSIT Delhi

(During a marketing internship under Prof. Sameer Mathur,

IIM Lucknow)

DISCLAIMER