Slides about a fictional app named All in Alma

1. In

2. Marketing plan
All in Alma
Android (& iOS) app

3. Plan
 Executive Summary
 Situational Analysis
 Company’s Goals
 Overall Strategy
 Tactics
 Implementation

6. Don’t worry, All in Alma is
there to help you

10. Market Overview

11. Students
Engineering Arts Commerce & Mangement Science
Demographics
Total number of students
20 Million

12. Market Trends (and predictions)
According to a survey conducted by NDTV, 70% of the
college students use a smartphone, so that roughly makes
14 Million college students with smartphone access
and around 12 Million have access to Android or iOS
as operating system on their smartphones.
The college students in India are predicted to rise by a
rate of 5% annually so the total number of students would
be approximately equal to 24 Million with smartphone
access to 84% students, making the target market equal
to 20.16 Million students

13. Entry

15. Why only iOS and Android and
not any other operating
system?
Instead of launching the app on multiple
platforms, the company would focus only
Android and iOS because the other
operating systems enjoy a relatively puny
market share of all smartphones and are
lurking on the danger of getting obsolete,
including the third biggest smartphone
player Windows Phone. Thus, cost of
developing the app for other systems
would be cut.

17. Major competitors
The biggest advantage that the
app has is that there are no
direct competitors of this app, or
any other app with the same
consumer target.
But there exists a strong threat of
competitors entering this area.

18. Collaborators
 An app developers team- Android app developers and iOS app
developers
 Different service providers, i.e managers of fooding companies,
laundry companies etc
 Travel agencies like MakeMyTrip, Yatra, Tripadvisor etc.
 Secretaries of different societies at different institutions
 Writers of humour genre

20.  One stop for all college based
needs
 No Competition
 High on entertainment content
 Clean and subtle app
 New in market
 Lot of research and data
required
 Limited target audience
 Increase in the distribution
channel
 A subset of target audience is
very easy to convert
 Acquiring new technologies
 Stealing of Idea by new potential
competitors.
 Retaining consumers
 Ability to reach the new
consumers

21. Company core
competencies
The following are the key company
core competencies
Team Work
Client Service
Flexibility
Work Standards
Reliability
Computer competencies

23. Target Customers

24. College students of India. 20 Million in count. Mainly targeted towards students of
IITs, NITs, DU, IIMs, JNU etc. as they exhibit potentially higher rate of conversion.

26. Monetisation
The app will generate money via two
ways
 Premium Subscriptions
( 1.99$ per subscription)
 Revenue generation by tie-ups with
companies and start-ups

27. Free Version
Allows access to all listings on the
app.
There would be no restriction on
the amount or type of listing in
the free version
Free users can delve into various
categories like, Fooding, Travel
planning, party planning etc with
all the functionalities
Premium Version
Apart from all the free features
listed, the Premium users will have
access to special promo codes for
different services and exclusive
deals.
There will be no monthly
subscriptions, just one time
payment for Premium
Membership.
The special codes would be of one
time use, thus restricting
selling/distribution of promo code
Premium Subscription cost :- $1.99

28. Pricing model for tie-ups
Initially, the partner companies would be charged INR 1000 per month for
normal listing of their brand, i.e listing level 1.
The incentivised listing, i.e listing level 2 would be priced at INR 3000 per month
and would place the brand higher on the search results/listings.
The number of companies expected to register for the normal listing is 40 while
for the incentivised listing, the expected number of companies are 25.
So annually, the funds raised from the partners app is projected to be equal to
INR 13.8 Lacs annually.
The listing rate is dynamic and might change(increase/decrease in future)

29. Expected revenue from premium version of
app
The total number of free version download of the app from the target audience
is expected to be 2% of the total target audience(after adding and subtracting
various factors). That amounts to 0.4 Million downloads in the first year of
launch of the app.
Of the total free downloads, 5% are expected to subscribe to the premium
version of the app, so that makes the premium version downloads to be
20,000.
The total revenue from premium version of the app is expected to be $159,200
or 27.12 Lacs INR

30. An app that takes users on a
roller-coaster ride
All in Alma would not only be an information portal,
but would also entertain its users, that would make
them keep returning.
One of the key offerings of the app would be
college based humour blog and prominent writers
of the colleges would be hired to write content that
would keep the users engaged.
Due to prominence of ‘Faking News’ type of posts,
the same type of posts would be written to get
more attention of the users.

31. Keeping a low-key – A minimalistic
approach
Users don’t like to use apps that are cluttered and that’s
exactly what All in Alma is not going to be.
‘Minimalistic’ approach, where the text is reduced to the
minimum point, would be employed for the app. There
would be no ads of any kind on the app.

32. Functioning of the app
The home menu would plainly contain a drop down menu of all the listed
colleges and once after choosing the desired college, the users would be
redirected towards the college specific list of services and the college
specific blog.
Once when reaching the menu of a college, clean boxes would be there
containing the information, functioning time, prices, speciality of the
offering etc, among other things

33. How will the app be communicated?
Campus representatives would be selected and their basic job would be to
provide information and handle the PR work in the college.
The most effective medium for promotion, i.e social media would be
extensively used for effective promotion by employing several marketing
gimmicks.
The posters drawn would be of relevant topic currently at prominence at that
time that would ensure more downloads.

35.  Launch of the app that serves the purpose.
 A proper schedule can only be kicked 0ff after a suitable
investor funding.
 Initiatally, a small budget to start the sales promotion
campaign to educate dealers and consumers and
generate excitement for the App launch
 Themes of advertisements concentrating on different
services are provided.
 As the advertisement program continues, we can add
consumer sales promotion by sending them constant e-
mails and work upon the feedbacks.

36. Performance
Evaluation
 The final stage of marketing is to evaluate the performance
and extend which level the app has been reached.
 This application is evaluated by number of apps downloaded
by the user and their reviews towards this application.
 Thus performance evaluation is done by considering these
facts.

38. Creation of an icon that would stand out and
improves the branding
Building a clean app home page that would be
totally de cluttered
Getting featured on mobile app review websites
Joining the special group of Entrepreneurs and
developers on various mediums that would give
the app more reach and also would generate more
ideas for the app

39. DISCLAIMER
Created by ,
Aditya Patni,
Under-graduate student, IIT(ISM) Dhanbad
Intern under Prof. Sameer Mathur
Prof. SAMEER MATHUR
IIM Lucknow
Marketing professor (2013-Present)
McGill University
Marketing professor (2009-2013)