Final Project - Marketing Plan for new app - Services Kart

Marketing Plan for Android App – Services Kart

EXECUTIVE SUMMARY (1/3)

Services Kart is an app based service marketplace that connects users with service providers to make their everyday life easier.

EXECUTIVE SUMMARY (2/3)For many people living in Urban Areas, finding the right person for house maintenance, event planning, etc. has become a big hassle.

People are often cheated and are overcharged by such service providers

Services Kart aims to provide users a simpler life by connecting them with verified service providers at pre-disclosed price quotes to ensure that finding the right professional is no longer a hassle.

EXECUTIVE SUMMARY (3/3)With high income Nuclear Families in Metropolitans becoming a norm the scope of home services in India is high.

It is estimated to be an over 100 Billion dollar market opportunity with ever increasing mobile and internet penetration.

App to be distributed using the Google Play Store and the Apple App Store

APP STRUCTURE(1/2)• The app would have registered user and

service providers accounts• Users can choose the service they are looking

for and add further specifications such as price range, region, duration, etc.• The system them identifies the right

professionals for the users and lists them along with their price quotes• The users now have the choice to contact the

professional if they are satisfied with the offer

APP STRUCTURE(2/2)

• To have a ratings and reviews system to allow users to make an informed decision

• Would also feature a closed e-wallet that would allow users to make all payment to service providers using the wallet itself

Target Customers??

Urban Middle Class and Upper Middle Class

Competitors???

Opportunities??

• New rapidly growing market

• A chance to become one of the dominant players in this segment

Threats??

• Several Competitors trying to establish themselves in the same market

• Need to ensure consumer loyalty to come out on top

Target after 1 Year

• 1000+ Customer Requests Daily• 10000+

Professionals on Board• Fully Operational in

Delhi and Mumbai

Brand Positioning(1/2)Brand to position itself as an convenient and reliable brand.

To stay true to its positioning, app would have a very friendly user interface

Professionals who consistently get bad reviews would be removed from the system.

Brand Positioning(2/2)For collaborators ie the service providers, the brand to position itself as an efficient and effective way for them to find the right clients

Service providers also get to rate and review clients

Users who get consistently bad reviews would be removed from the System

Convenient Reliable Services

Brand Mantra???

Revenue Tactics

Sources of RevenueThe company aims to generate revenue using three methods• Revenue from wallet money• 10-15% Transaction cost for each complete

transaction to be paid by the service provider• Revenue from periodic payments by

premium members

To Partner which major payment companies to enable easy transaction. To use this money as a source of revenue

Charging the Service Provider

Charging the Service Provider(1/2)• On first registering, a service provider will

not be charged for his/her 20 completed transactions in case short-term services (Ex – Electrician) and 5 completed transactions in case of long term services (Ex – Fitness Trainers)• After this, they must pay between 10-15%

of the cost for each completed transaction. The exact percent would depend on the kind of service and the total.

Charging the Service Provider (2/2)

• Performance incentives to be given to the top rated service providers. These include:• Reduced Charges• Appear on top of search queries

Premium ServicesThe basic version of the app which allows users to search and connect with the service providers is free of cost

To avail better services users must register to the premium services by paying a periodic fee

The exact price would be decided after extensive market research due to the large variation in the different services of the home services market.

Premium Users to get special cashbacks and rewards on all transactions. All cashbacks would be credited to their Services Kart e-wallet.Premium Users would also the first

one to be connected to the service providers in case of high demand for a particular service (say wedding planners) during a particular time

Organization Structure and Processes

Organization Structure & Processes (1/2)

Front end and back end of the app to be regularly monitored for glitches.

Service Providers to be screened before bringing them on board to stay true to the brand’s core value of reliability.

Organization Structure & Processes (2/2)

Service Providers to be held accountable for the quality of their work.

Users to be held accountable for their behavior as well any delays in payment.

The company ensure that the information provided by the service provider is consistent and true.

In two Years???

Fully Operational in all the four metros – Delhi, Mumbai, Chennai and Kolkata

Over 25000+ Service Providers

Over 5000+ Requests every day

Aggressive Expansion in newer cities like Ahmedabad, Hyderabad, Pune and Bangalore

Expansion into new service categories as well

DisclaimerThe ideas presented in this presentation have been derived from extensive research and any similarity to any existing idea is purely coincidental and I do not claim ownership of those Ideas

Created by Ashutosh Sharma, IIT Delhi during an internship under Prof. Sameer Mathur, IIM Lucknow