Marketing Plan For AppBy Anurag Roy

Overview

BookMania is an all-under-one-roof application for buying, selling, lending and borrowing of books, textbooks, magazines and periodicals

Executive Summary

School and college students like and need to refer to a lot of reading material. Apart from studies, they also like to read magazines and novels for leisure.

But finding good material amongst so many collections, libraries and places becomes a huge task.

The App would help connect sellers, lenders and users to each other in a way that benefits each of them.

It will be an easy exchange medium.

Will function as kind of a digital library.

App Layout

Would have an user database. Everyone who wants to use the applications would need to create an user ID. This will help us gather user data for betterment of the app services.

Will have a search function so that users can easily find relevant material.

On the product page there would be an ‘asked price’ for lenders and MRP for sellers.

All payments to be made via the app. E-Wallet, Credit/Debit Cards, other forms of E-payments to be supported.

Digitalization of the entire payment process would help us track sales and other data better. It would also help us address in customer care issues.

Target Consumers

Majority of consumers of materials like textbooks, periodicals, magazines and books are students and young adults.

These people are the target consumers of this app

First Year Target

We should have about 10,000 users.

Will have 500+ unique sellers

1000+ lenders-borrower network

Should complete more than 5,000 transactions successfully.

Strategy

Since the target consumers of the app are young adults and students, the brand image of the app should reflect similar values.

Cheap and Affordable- Achieved through discounts, and promotional strategies

Easy to use- A mobile only interface with only e-payments makes the system very easy to use.

App should be fast and extremely reliable.

To increase the visibility of the brand we can run various advertising campaigns on popular media channels and social media.

Can collaborate with various school and college fests.

Referral bonuses would encourage people to share the app.

Revenue Strategy

Apart from the usual cut from the E-Payment transactions made, there are 2 more possible sources of revenue-

1. Taking sales cut from sellers who are using the app for professional services

2. Charging money for premium logistical services, like one day delivery in major cities.

For Sellers

To provide incentive to become the top rated seller we can offer them premium service like having their offer at the top of user search result- ensuring better click rates.

Top sellers can also be charged a bit less as compared to the usual sellers

For Users

Most active users will get advantage of premium services at non premium prices like one day delivery.

They would also enjoy higher priority as compared to normal users.

Structure and Working Process

Server side and front end needs to be regularly monitored to prevent downtime.

A top notch customer support team needs to be there.

There will be a legal team to handle all the legal work regarding payments and also to prevent any copyright issues.