WashLady is an online laundry service app that aims to make laundry easy and stress-free for customers. It plans to partner with existing laundry services to outsource the actual laundry work while providing a seamless app experience. The app targets housewives, students, and young professionals between 18-40 years who want convenient laundry without the hassle. WashLady will use a freemium model and focus on excellent customer service, data analytics, and partnerships to provide quality laundry solutions on-demand.
3. The Situation
People do not have the time to do their own
laundry.
They are busy with other works to do.
It only causes more stress.
4. Introducing WashLady, a one-stop solution for people
who want to get their clothes washed and cleaned
with least stress and time involved or are confused
about which Laundry to go to. Our target customer is
YOU – the housewife, the single businessman, the
young student, the world traveler, the backpacker,
the senior citizen, the holidaying couple – everyone !
6. Company overview
▪ Excellent Customer Relationship Management practices
▪ Adoption of latest data analytics techniques
▪ Implementation of SEO and ASO
▪ Tie ups with reputed offline laundry services
Core Competencies
7. ▪ All the members of the Strategic Business Unit
▪ The expected large User-Base
▪In-app purchases, in keeping with the Freemium model
▪ Communication partners
Strategic Assets
8. • WashLady will be positioned as the favoured destination for housewives, college
students and young professionals in the age group of 18-40, who are looking for
quality content and/or sources of light reading on their Smartphones.
• Aim is not to compete with existing content apps but to fill the market gap
created by them.
• The app hopes to garner a respectable market share in the highly competitive
online content industry.
Market Position
12. Opportunities
• Establish in a not so completely untapped market.
Threats
• Not being able to get enough partners.
• Threat of new entrants since there are no barriers to entry in this industry
13. Demographics Segmentation
Age Incomes Occupations Educations
18-40 Middle Self-employed Graduate
Upper Middle Businessmen Post-
graduate
High Industrialists
College Students
House Wives
Thus target customers that emerge are
HouseWivesandcollegestudents in the age group of 18-40
Target Customers
14. • Measurable: Size, purchasing power and characteristics can be measured
• Substantial: Large and profitable enough to serve
• Accessible: Can be effectively reached and served
• Differentiable: Responds differently to different marketing mix elements
• Actionable: Effective programs can be formulated to attract it and serve it
Market Segment is
15. Goal
In about 2 years:
▪ At least 0.5 million downloads
▪ Valuation of a minimum of $1 million USD according to visitor traffic
▪ Estimated monthly revenue of $100,000
17. Target Market
▪ Staying updated with current
affairs
▪ A necessary dose of humour
and cheer amidst the banality
of day-to-day routine
▪ A platform for self-expression
▪ A channel for showcasing
literary talents
Customer Needs
18. Distinguishing characteristics of customers
▪ Use Smartphones regularly, and do a lot of
extensive reading online
▪ Eager to absorb new knowledge
▪ Have strong opinions on a multitude of
issues
▪ Are enterprising an information-hungry
20. Goals of Laundry Partners
• Recognition and credit for their sources
• Promotion of their offline service
• Alternative revenue stream
Goals of Delivery Services
• Expected payment for the delivery services
• Positive feedback and increased referrals
Goals of Communication Partners
To target as large and diverse a consumer base as possible
To attract new customers toward their product/service
Build brand image, strengthen brand awareness and drive brand equity
21. Company’s Strategic Business Unit
• App Development team: Coders, developers, software
engineers
• Content Creation team: Editors, writers, curators, compilers
• 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
23. App’s Points-of-Parity
• Laundry made easy
• Easy and Hassel free order and delivery of clothes
App’s Points-of-Difference
• Instead of creating own laundry services outsourcing
existing services and partnering with them.
• App will be based on Freemium Model
24. Economic Context
▪ The Home Services
Industry is 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%
25. 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 democratise online
access
26. 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
27. Regulatory Context
▪ No stringent or impinging regulations exist in the
digital content industry
▪ Adequate freedom of expression to guarantee
generation and consumption of diverse and so-
called controversial content
30. Analyse the
needs and
wants and
goals of the
collaborators
Develop a list
of take-aways
for them
Differentiate
the app from
millions of
other similar
apps through
any one of:
Employee ,
Channel or
Image
differentiation
For Collaborators
31. Clearly
outline the
basic
structure
and
functions
and develop
a cogent
brand
mantra for
the app
Effectively
communicat
e to the
employees
the same
and remove
all
ambiguities
pertaining to
their role in
the
organisation
Build and
maintain a
clean
financial and
legal image
Effectively
communicat
e the same to
the investors
and win
their trust
For Company
32. To Customers
Easy to use Laundry service that saves time and lot effort. Get their clothes
washed and cleaned with least stress and time involved or are confused about
which Laundry to go to.
To Collaborators
A well-managed, rapidly growing app with new downloads everyday
Successfully competing with other major players in the industry
A large and diverse user-base
To Company
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
Value
Proposition
34. Product
Free Delivery and pick up of clothes
• Faster Service
• Faster Delivery
• Premium Products used during Laundry
35. • WashLady
• “Laundry done Right”
Name and
Slogan
• A washing machine in female
characteristics offering her
services.
Meaning
• Quality, variety, lucidity,
homogeneity and
universal appeal
Attributes
Brand
37. Selecting the pricing objective
Determining Demand
Estimating Costs
Analyzing Competitors’ Costs,
Prices, and Offers
Selecting a pricing method and
setting the final price
Following Steps are followed in Setting a Pricing Policy
38. Freemium pricing strategy will be adopted, in which the
app itself will be free, but with in-app purchase
opportunities/upgrades.
The premium version of the app will be priced at $3.99 per
month. Reason behind this being, the additional features
will benefit the users immensely as they’ll get their laundry
finished quickly along with premium products used for
clothes, which, genuinely requires a sufficient expenditure
of resources. Also, even if some users become reluctant to
upgrade due to the high price, it won't affect the app's
popularity or its customer base as it'll still get the same
number of visits. So, customer retention won't be affected.
40. Initial Promotional Steps assuming Zero Budget
• Word-of-mouth marketing to family members, friends, neighbours
and acquaintances
• Launching of Facebook page and Twitter handle to capitalise on the
influential social community
• Subtly featuring the app in all e-mails, messages and posts to
indirectly increase its online presence
• Uploading of a promo video on YouTube which will cogently and
visually explain the functionality and benefits of the app
• Joining developers/entrepreneurs groups on LinkedIn
• Coming up with an Announcement Blog for the app , followed by a
Summary Guide, Press Release, Design Collateral and App
Screenshots
• Leveraging the power of SEO(Search Engine Optimisation) and
ASO( App Store Optimisation) to optimise searches and yield
greater results.
41. Later Stage Promotional Steps
• Featuring app in official blogs which have an
extensive readership and are considered credible
• Participating in app awards as they can give tons
of press, exposure, reviews, and plenty of
downloads
• Getting featured on Mobile App Review Sites
• Recruiting users locally by organising meet-ups,
events and conferences
• Commenting on relevant blogs by providing
valuable insight and linking to the app download
link
• Utilising Pinterest’s new feature called App Pin
that allows people to download iOS apps directly
• Creating a contest within the app which will
incentivize users to download the app and keep it
for the remainder of the contest
43. ▪ Tapping App Stores across all
categories such as non-Apple
platforms, independent app stores,
carrier app stores, device app stores,
tablet app stores and more
▪ Tapping App Recommendation Sites
such as Appoke- a new combo
Android App Store and social network,
iApps.in- a forthcoming semantic
search engine for apps
47. Relationship with Collaborators
(a) Partners
Small teams of 2-3 persons will be appointed to cater to
each partner. Their functions will be explicitly defined
and clearly demarcated to avoid overlap of duties. The
Content Department will be responsible for this area.
(b) Delivery Service
Each channel member will have a dedicated team,
which will fully utilise its service. The Technology
Department will be responsible for this area.
(c) Communication Partners
This will be the area of expertise of the Marketing
Department. They will be required to formulate clever
strategies and implement them effectively.
48. Processes involved in implementing the strategy and tactics
Managing a holisticMarketing Organisation for the long run
Designing and ManagingIntegratedMarketing Communications
Designing and ManagingIntegratedMarketing Channels
Developing Pricing Strategiesand Programs
Setting Product Strategy
Setting up StrategicBusinessUnit
Identifying Market segments and targetsand crafting theMarket Positioning
Defining theAndroid App’s mission: Identifying core competencies and choosing value
Analysing BusinessMarkets
Analysing Consumer Markets
Scanning theMarketing Environment,Forecasting Demand,and Conducting MarketingResearch
49. Task LeadTime
Market Research 2 months
Analysis of Consumer and
Business Markets
1 .5 months
Crafting Market Positioning 3 weeks
Setting up Strategic Business Unit 3 months
Setting Product Strategy 2.5 weeks
Developing Pricing Strategies 2 weeks
Designing Integrated Marketing
Channels
2 weeks
Designing Integrated
Communication Channels
2 weeks
Schedule
50. DISCLAIMER
Sameer Mathur
IIM Lucknow,
Marketing Professor 2013 –
McGill University Marketing Professor 2009 – 2013
Carnegie Mellon Ph.D and M.S (Marketing) 2003 - 2009
Yashwant Bezawada
K L University,
Marketing Management Intern - 2017
