Created by Aayush Saha, SRCC Delhi, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.

1. Sense launcher
find yourself

2. Executive Summary
Consumers like to customize the products
they buy. On android there’s great room for
customization of the appearance. Launchers
enhance the looks and efficiency of
navigation in a phone. Our product is aimed
at providing the users ‘the ultimate
customization tool’. It will be promoted
through various social media platforms and a
limited no. of users will get access to its
premium features for 3 months (from the
day of launch).

3. Situation Analysis
Company overview
Core competencies :
immense freedom for users to
customize the interface, ability to
save and share templates on the app
community for immediate use by
others are the app’s strengths.
Product includes a free version,
upgradable to a premium version.
It is yet to be launched in the market

4. Situation analysis
Potential customers: all android phone
users
Competitors: Nova, Arrow, Action, Evie
Launcher etc.
Collaborators: Google play store, sponsors
Opportunities: with the need for better
looking phone interfaces, the
opportunities are never ending
Threats: competitors copying our features
Market Overview

5. Target customers
Android phone users aged
between 15-35
Situation analysis

6. Goal
50,000 users in the 1st year(1st January 2018 to 1st January 2019)
Net income
100,000 users x $2(from minimum 2 clicks) = $200,000
5000 premium users x $3.49 = $ 17,450
Salaries($30,000 to CEO,CMO, CFO
and technical head, 2 people under the
CMO and the tech. head each for $15,000 each) = ($150,000)
One time Google Play store fees = ($25)
Google Play’s Share on sales (30% of $17,450) = ($ 5,235)
$ 62,190

7. Strategy
Target market
Customers
Android users between the age of 15-
35 want usually aim to differentiate
them from the crowd, to establish their
own identity. Their personality is
defined from the way their phones
look. They therefore want to customize
their phone to make it a reflection of
their personality. The app is a tool for
the same

8. Target market
Collaborators
The app will be uploaded directly on the
Google Play store. An one time fee of $25
needs to be paid by the developers followed
by 30% of the revenues earned on the app
$1 per click on will be charged by us.
Advertisers get visibility for their
products/services

9. Target market
Company
No maintenance costs for the building
because the office will be a small room in
someone’s house, initially at least
A CEO to take the major decisions
A Chief Marketing Officer and 2 personnel
under him to market the product online
A Chief Finance Officer to keep a track of the
finances
Technical Head with 2 people working under
him

10. Target market
Competition
Evie Launcher provides ease of
navigation to users
Nova Launcher provides
gesture compatibility for
navigation
Arrow Launcher looks
extremely polished

11. Target market
Context
Will go live with the Beta version of
the app for 3 months to gain
constructive user feedback and
create a positive perception.
Currently, due to sociocultural
differences across the world, urban
android users would identify with
the need of establishing their own
identity more than any group.

12. Value Proposition
Customer value
The customers will be satisfied with the
interface of the phone more than ever before.
Satisfaction will way outweigh the monetary
aspect after use.
The tagline of the app
‘find yourself’
will hence hold true.

13. Value Proposition
Collaborator value
Google Play store being the only collaborator
as of now, will get the 30% on the app’s
revenues. Making it further more successful in
the app store market
Advertisers get visibility for their products.

14. Value Proposition
Company Value
For stakeholders’: In a constant pursuit to find
oneself, the app will never become irrelevant;
meaning profits all the way
For employees : The app, being based in the
field of creativity, will need constant
innovation. This gives the employees
immense creative freedom and opportunities

15. Tactics
Product
Attributes
ease of navigation
gesture navigation
customizable utility bar
assigning pages
shortcuts on lock screen
create widgets
changing lock screen wallpaper
Benefits
Satisfaction to
customers who want
their phones to be a
reflection of their
personality; ease of
navigation
Cost
Free version includes
everything except(lock
screen shortcuts, utility
bar, 1000 widget
combinations
Premium version for $ 3.49

16. Tactics
Service
Constant after sale service.
Free refund in case of any
problem.

17. Tactics
Brand
S
logo
find yourself
&
the ultimate customization tool
slogans
Sense Launcher

18. Tactics
Price
Free and $3.49 (for the premium version)

19. Tactics
Incentives to
Customers
Premium features for free
for all users during the 3
month beta trial
Company personnel
bonuses based on the
performance of the app

20. Tactics
The app will be marketed heavily using
social media platforms like facebook,
whatsapp and instagram. Videos of the
tutorials to use the app will be shared
via facebook along with the link to
download the app on facebook,
whatsapp and instagram.
Communication Distribution
Google Play Store

21. Implementation
Infrastructure
Marketing
Management
Technical
department
Play Store

22. Implementation
Processes
Operational : uploading and maintaining
the app on the store
Supporting : ensuring the needs of the
workers are fulfilled(eg. Workplace safety,
HR management etc.)
Management : internal communications
(like employee morale, work
environment), governance, strategic
planning, budgeting, and infrastructure or
capacity management.
Direct satisfaction to users
Indirect satisfaction

23. Implementation
Schedule
1st of every month
(Starting from December
2017)- Meeting for
strategizing and planning
the goals
7 days for the
marketing team to
come up with a plan,
budgeting, etc.
20 days to put
that into
effect
4 days for finals touches
And updating the app
Beta Version will be uploaded on 1st
January 2018

24. Disclaimer
Created by Aayush Saha, SRCC Delhi, during a marketing internship under
Prof. Sameer Mathur, IIM Lucknow