Marketing Plan for an android app

{App Name -Dr Droid}

Executive Decision(1/3)

oBrief overview of the situation. In the present situation people are busier they hardly get time to take a doctor’s appointment and are not satisfied with the money they charge, so an android based app “Dr Droid” was launched by our company which will solve this problem.

oCompany’s Product. The product is an android app where an user who is sick, by stating his/her symptoms in the app will get an almost free treatment advice.

Executive Decision(2/3)

oCompany’s Goal. The first goal is to get 35,000 subscriber within 6 to 8 months with a conversion rate of (2-5)% i.e. from free to paid users, our company’s ideal goal is to slowly target and convert a sizeable percentage of 1.6 billion android users, so that almost everyone gets a free treatment.

Executive Decision(3/3)

oProposed course of action. First course of action is mainly app publicity in social media sites, so that after 6-8months we get a revenue of $3000 per month. After first phase of 6 months appropriate recommendations will be made in the app from the data collected in this time period and a bigger campaign will be launched after that.

Our company’s first product “Dr Droid”

is made for android based smartphone users. “Dr Droid” will provide-an instant, virtually free treatment to the ill unlike any other apps, present.

An Android App

(1/2)

Some statistics regarding the market-

(2/2)

Top Competitors- {Competitors include any health related apps.}

Competitor’s Name

Number Of Subscribers

Practo - Your Health App 35,656

Doctor On Demand 10,116

Ask a Doctor

5,241

“Health conscious, price sensitive people who are busy.” –are our target customers.

That would have included people above 40 but nowadays young people are also tending to be more health conscious.

Goal

Goal The first goal is to get 35,000 subscriber within 6 to 8 months with a conversion rate of (2-5)% i.e. from free to paid users. For earning revenue from the free version of the app, Admob will be used. Admob will generate $1 per 1000 “ad impressions” and $0.25 per “clicks”. If per free user is exposed to 10 ad impressions then its expected to get a revenue of $337.75 from the free users and $2474.5 from paid users (paying a minimum of $4.99 per month) after 6 to 8 months.

Context -

Collaborators

Customers -

Target Market -

Target Market

Collaborator Value- $0.99 per question asked.

Customer Value- person by stating his symptoms in the app will get free treatment advice for common illness

(more treatment procedures & medicines for many more diseases will be enabled

by paying $4.99 per month).

Value Offering

Product & Service(1/2)

Free Version- The product is an android app where an user who is sick, by stating his symptoms in the app will get free treatment advice for common illnesses, available in the app's database, he/she will also get access to basic health tips and first aid procedures.

Product & Service(2/2)

Paid Version- -Treatment procedures and medicines for many other not so common diseases will be enabled by paying $4.99 per month. -Entire app will become ad free. -User will get three free questions to ask a doctor, after the expiry of this free quota he/she can still ask questions to the doctor for $0.99 per question.

Product & Service(2/2)

-User's prescription issued by the doctor will be saved in his profile for further use (i.e. prescriptions no longer will get lost). -Customers using the product can rate the service they received from doctors and can notify us if they are not satisfied, we will review the doctor’s answer and refund the customers if necessary.

Brand Logo

Name

App Name- Dr Droid. Slogan- Free check-up for all.

Appy Awards, Best App Ever Awards, AppCircus competition .)

Communication

Distribution

The product will be distributed through Google Play. There are also some very good app stores like :

(GetJar, SlideMe, Opera Mobile Store, AppsLib, Amazon Appstore). Where the product will also be launched, this will increase the expected downloads 200% more compared to Google Play. Doctors collaborating with the app will be given a software, using which they can communicate with the user or write a prescription.

Price

At $4.99 per month. -Treatment procedures and medicines for many other diseases will be enabled, the user just has to state his/her symptoms. -Entire app will become ad free. -User will get three free questions to ask a doctor, after the expiry of this free quota he/she can still ask questions to the doctor for $0.99 per question.

Doctors will get $0.99 per question asked.

Implementation o Infrastructure o Processes o Schedule

Infrastructure The success of the product will depend upon app developers (core to the company), who will enhance user experience and add new app functionalities. App developers will also need to update the app database so as to include more effective new treatment methods for new diseases. The panel of doctors who are collaborators of our company are required to answer the questions asked by the users.

Processes Our company’s first focus will be to advertise the app through social networking sites like Facebook & Twitter & through participating in app awards, this should be done after finding the appropriate doctors & completing the product fully. In social media selected people will be paid $1 each for sharing the app’s download link.

After product’s maximum exposure through social media sites, its expected to get $3000 in revenue per month i.e. after 6-8 months. If this fails the product’s marketing plan has to be changed, otherwise the next processes should be followed.

Further modifications will be made to the app after reviewing user’s experience with the app for 6-8 months such that maximum revenue can be earned and at the same time make the customers happy. Final modifications will be followed by mass campaigning of the product.

Schedule

Selecting people from varied backgrounds for app publicity in social media sites should be done within a month, selecting a pool of approximate 20 doctors from all domains of health should also be done within a month. If our firm can’t earn more than $3000 per month within a period of 6 to 8 months then the whole marketing plan has to be reviewed in light of the new data collected for 6 to 8 months.

Created by : Tirthankar Mittra (Jadavpur University) Under Prof. Sameer Mathur(IIM Lucknow)