FestGuru Applicaion idea

&

overview

Vision & Mission Company & Market overview Goal Strategy Tactics Implementation Summary

VisionTo help people in lead their life simply by captiavting on the advantages of technological

advances.

• To build an uniform app solution platform replacing individual apps for each fest & event of the premium colleges

• To build a platform for the college fest enthusiasts which gives updates about the upcoming fests & related information.

• To develop a promotional platform services for the fest authorities and a payment gateway for the early registration.

• To position this app as the biggest student engaging platform across the nation and deliver huge value to them..

COMPANY OVERVIEW

Study shows that students willing to attend fests has more than doubled in the recent times.

On an average, 3 out of 10(30 percent approx) students from an engineering college has attended to other college fests/events/workshops/summits in their college life.

Being Human is the UK’s first and only national festival dedicated to the humanities in which 163 events were held from 15th to 23rd November 2014 saw an overwhelming participation of 15,000 to 20,000 people.

The same trend is seen in Indian Youth, however the target market is more inclined to the engineering and management graduates.

Company overview

The main motivation for the students to attend the fests are the celebrity night musical concerts, entrepreneurship summits, technical and cultural competitions and exploring new college environement and state culture.

The assets of our FestGuru App are our dedicated developers and our long network of associates spread widely across premium colleges in India

Currently there are two main players in Google PlayStore operating in our field of view1. college fests & events APP.(500-1000 downloads)2. Feast of Fests. (1000-5000 downloads)

While the first one covers whole nation, the latter one focuses on only Banglore city fests.

Market Overview

There are more than 7000 engineering colleges & 3900 management schools in India as per AICTE records.

From them a total of 1.5 million engineers and 3.5 lakh management degree holders are graduating each year according report from Dazeinfo.

But every college fest doesn’t have a good will ,we focus on premium colleges which include 1)IITs & IIMs2)BITS &NITs3) Highly reputed private Universities and B-schools4) Top 2 colleges from each state/Union territory.

Market Overview

Considering the figures above, There is huge opportunity for FESTGURU to mark its presence in the engineering and management domain by delivering simplicty and convinience to all stakeholders.

Stakeholders are : 1)Potential customers – engineering and management students 2)collaborators- Pick two students from each selected college as collaborators. 3)Competitors- There are no highly established players in android app market.However, the websites like KnowAFest.com & Dare2compete.com who are established players in same domain may pose a potential threat if entered into android app domain

Total number of students enrolled per year as per AICTE(in '000s)

Applied Arts: Architecture and Town PlanningEngineering and Technology: Hotel Management and CateringManagement Masters of Computer Applicationpharmacy

Target market

GOAL

The primary focus of the FestGuru is to attract the maximum huge student base to its free version.

From the Dazeinfo’s report there are not less than 6 million in target market and considering the survey of TCS which states that 70% of students in smaller & metropolitan cities use smart phones (published on 11/06/13 on Gadget360 report.)

So there are 42 milllion (approx )potential customers and consider atleast 30% of them would be interested in fests& events. Here FestGuru aims to atleast a 10%(accounts to 1.26million) of them to register with in first year of introduction.(performance Benchmark1)

Later it aims to communicate the value to its users and encourage them to tradeup through its quality premium features.

The app is priced at 2.25$ (150INR) and the aim is to ensure that a 8-10 % will positively upgrade with in end of second year bringing in a revenue of $0.2835million (performance benchmark 2)

Target Market

Customers The offering addresses the entertainment and educational needs, travel & exploring preferences of the target market. It creates a platform to guide them through the best events and transform their expenditure into an enriching experience CollaboratorsThe main collaborators are the persons-in-charge of respective fests & events (technical & cultural secretaries of the college/universtity) who aim to promote their fest to the different coreners of country.In addition to them we can employ 2 or 3 volunteers in every city to conduct surveys, taking reviews from students & other ad-hoc requirements.

Target Market

CompanyThe FindyourFestGuru inc. is responible for the FestGuru App which is headed by a team NIT graduates who wished to resolve the problems they faced in college days.

The idea expanded into a company with an SBU concept employing 25 android,ios &windows developers & many collaborators .

The stake holders are spread over the whole country focusing on premier colleges.

There is an outstanding focus on innovation and fast information delivering to create value to the customers.

Target Market

CompetitiorsThe KnowAFest.com is the huge competitor for the FestGuru but the positive aspect is it doesn’t have an app in Google Play store android platform .The potential competitor is FeastofFest app which may expand its services from serving only banglore to rest of India.ContextTaking the current sociocultural scenario, this technological platform can bring a huge revolution in student entertainment segment offering simplicity and reducing phyiscal stress.

Value Proposition

The app offers a high quality freemium features like suggesting best fests to attend based on ratings, fast update sharing, high energetic events in particular fest, places to be explores etc. and offers high value proposition to customers.

The app provides promotion, introduces many online methodologies to engage the fest enthusiasts & give an estimate of total participation in advance and help them to plan accordingly. In addition to that, it provides inforamation regarding most successful ideas of other fests and show a path to implement the same.

The positioning for the company is done in a series of steps to reflect quality by first targeting IITs &IIMs, later on NITs and BITS and then by other colleges of importance. The stakeholder feedback is taken into account and relevant changes are made.

Product and services -POP

The points of parity when compared to the closest competitor are : 1)Listing the Fests in advance (current & upcoming). 2)Location and dates of fest. 3) Sharing contact details of concerned fest secretaries. 4)Brief summary of the fest and lists of events.

Product and services - POD

The points of difference when compared to its closest compitetors are :-1)The app targets wide range of colleges in various cities unlike Feast of fest which targets only Banglore City.2) The App gives options like a) Interested b) May be c) Not interestedwhen the particular fest is listed(at least a month in advance) and gives notifications and updates for the upcoming interested events.3)The app features the reviews and ratings of the fest and would provide a base for next year participants.

Product and services - POD

4)It gives a chance to early registration to the particular fest through the app.5) Users can have a list of places and tourist attractions that must be visited for the particular city in which the fest is happening.6) Users can go through the effectiveness of hospitality and accommodation facilities provided by the fest authorities to outsiders.7) They can have access to the signature events and workshops conducted in the last year and can request the fest management to introduce them in later sessions too.

BRAND

Brand Name- FestGuru

Brand logo and symbol – FestGuru and

Brand slogan - feel the zeal

The Brand meaning is to establish itself as a leader in student Fest & evenst engagement

PRICE

Initial basic version is offered for free

Customers are made aware of the premium benifits by offering them a free trail for a month

The premium version is priced at $2.25 upon the completion of free trail.

INCENTIVES

There would be a slabs of increasing percentage of cashback(as a percentage of fest registartion fee) every second time the user registers & pays the registration fee to the fest.

In addition the users will be getting a 0.25$ for each referral through social media sites during first 3 months after app launch date.(to be revised as per situation)

For each review or feedback for fest events submitted by the user , the concerned collaborator or volunteer gets $0.25$ and the user gets $0.15

For each upgradation from free to premium account done immediately after the free one month, the user gets a cash back of $0.49

The cash back amount are to be used only to pay through the app and can’t be turned into liquid cash in any case.

Communication & Distribution

First make a list of all premier college fests and approach them for collaboration.

Build an app atleast 1 month in advance addressing all the needs of them and create a payment gateway platform for early registration and ensure main sponsors are displayed for each fest specifically.

Make sure that the each college student registers for the app and deliver value to them by seeking inputs for innovation.

Communicate the referral benefits and make a way for more installs. Manage the PR &Website Development teams closely and make sure that

they do significant promotion to the app.

Infrastructure

The organization is headed by the 4 co-founders and a dedicated team of 25 expert app developers of android,ios & windows platforms.

They are associates who carry the information to developers from the collaborators and volunteers of each college about the fest updates.

There is a marketing department which does market surveys and predict the upcoming trends in advance and frame various strategies accordingly.

The main decisions are taken by board consisiting of co-founders,marketing head & developer lead.

Processes

Identify and recruit the top developers for buliding the app

Decide on the colleges whose fests are to be listed through the app

Form collaborations with the colleges and

recruit volunteers from each city of importance.

Make sure that the colloborators of each college are pushing in the installations for the app and promoting it

virally

Manage the collaborators closely and ensure the fasest information updates to

all users.

Deliver high value for premium trial in the

one month period and enourage users to trade up to paid

premium version there on.

The marketing team are employed to predict upcoming

trends in advance and make the app user

friendly

Make necessary arrangements to position app as a leader in its niche segment and draw

significant revenues.

schedule

TASK TIME FRAME REQUIREDDeveloper recruiting 1 monthSelecting colleges to be targeted 2 weeksForming collaborations 6 weeksTime required to build app 4 weeksReaching expected downloads phase-1

4 weeks

Free trail period 1 monthTime frame for discounted premium upgradition & referral

3 months

Pushing the further downloads with suggestions from marketing team

2 months

SUMMARY

overview Vision & Mission Company & Market overview Goal Strategy Tactics Implementation

CREATED BY :

Fayaz Ahamad

Electrical Dept.N I T JAMSHEDPUR.

UNDER :PROF. SAMEER MATHUR

Marketing Dept.IIM LUCKNOW

DISCLAIMER