Marketing ORGANizerReaching the right customers

End User Personas

Identifying individuals who represent specific segments of our broader market to be targeted.

• David Jennsen

• Maria Johnson

• Amy Williams

David Jennsen

Despite the flexible work hours permitted in David’s job, he regularly finds that he’s working as many as 60 hours in a week. This leaves him little time to socialize outside of work or find time to do things he’d like to be doing, such as developing mobile Apps and starting his own business. Living a short commute from work, David uses time on public transport to keep in touch with family and friends on his iPhone as well as keep up to date with news and events of interest via social media, email, the Web and Apps. He has a high disposable income, most of which goes into his bank account and sits there until he buys things he needs (including food, clothing, rent and bills) or wants (such as technology gadgets, games, software, apps, magazines). He eats out frequently because it is a quick way to get food but realizes that it’s not healthy. Wants to be able to get to the gym regularly and eat healthily so that he has more energy for work and his personal ambition to start an App development company.

Age: 35Gender: MaleRelationship: SingleOccupation: Business Systems AnalystTime in Job: 7 yearsIncome: $92,000Pressures: Often has to work late & on weekends because of project deadlinesWants: To go to the gym regularly. To eat healthy

Value Proposition

For career professionals who want more free time, ORGANizer is the productivity app to give you control over your time & how you use it. Unlike RememberTheMilk our product measures and shows you your successes.

Reaching This Segment

• Advertising on LinkedIn using demographic filters to ensure we reach the exact segment needed.

• Recruit technology and gadget bloggers to write & publish reviews for ORGANizer.

• Recruit 'Innovators' and 'Early Adopters' to input on features, interaction & design for app.

• Create a viral image to be shared via email and SMS with links to buying page.

Maria Johnson

Maria drives to and from work every day listening to the radio or her iPod and when she gets to work spends a busy day dealing with people over the phone. She and her boyfriend are planning to get married soon, so in her spare time she looks through wedding magazines, talks to her friends about wedding plans and their honeymoon. During her lunch break’s Maria uses the Internet to research about weddings and travel destinations. She and her boyfriend have been saving money for the last 3 years for a deposit to buy a house together. When she gets home from work she mentally switches off from her job, watches TV, phones to talk to friends, checks review websites online,‘surfs’ for specials, offers or discounts on things she wants to buy, does housework and other domestic duties. Most of Maria’s discretionary spending money is spent on homewares, personal shopping, going out with friends and weekend’s away. She wants to lose weight so that she looks beautiful in her wedding dress and photos.

Age: 27Gender: FemaleRelationship: EngagedOccupation: Customer Relationship OfficerTime in Job: 4 yearsIncome: $48,000Pressures: Meeting her KPI for quotes & bookings each dayWants: To save money & buy a house. To lose weight for her wedding.

Value Proposition

For people with personal goals to achieve, ORGANizer is the goalsetting & tasks manager mobile app for personal success.

Reaching This Segment

• Search Engine Marketing with Google Adwords against 'diet' and 'diet motivation' keywords.

• Recruit lifestyle and travel bloggers to write & publish reviews about ORGANizer.

• CPM banner advertising on wedding and travel websites.

• Drivetime radio advertising.

Amy Williams

Juggling a part-time job, university and blogging keeps Amy so busy that she rarely networks to meet new people that could be helpful with her future career as a Journalist. Amy doesn’t have a car so relies on public transport to get to and from both University and her job, which is when she researches and writes her blog, catches up with friends on social media and uses apps to organize her calendar and tasks. Amy spends most of the money she makes on phone and data charges for her mobile phone, materials, resources and stationery for Uni and is financially supported by her parents for her living expenses and some larger education costs. She wants to make better use of her time between tutorials and lectures to do things that will help her stand out from the crowd when she’s going for job interviews, but realizes that she needs to have an overall goal and plan for making this work for her.

Age: 23Gender: FemaleRelationship: SingleOccupation: Student Bachelor of Arts (Journalism) + Part-time in NewsagencyTime in Job: 2 yearsIncome: $9,500Pressures: Getting good enough grades to have the option of a Masters degreeWants: To do more blogging. To meet more people & experience life

Value Proposition

For students who want a coordinated timetable, ORGANizer is the productivity app for getting the right things done to achieve your goals faster.

Reaching This Segment

• Search Engine Marketing with Google Adwords against 'time management' and related keywords.

• Poster campaigns on University campuses.

• Advertising in Alumni magazine (to influence parents).

• Negotiate with Business School to incorporate App use as part of coursework - assignment or tutorial.

Campaign Experiments

Using

• It is measureable.

• Campaigns have demographic filters.

• It is relatively inexpensive.

• High concentration of target market.

• Feedback from results fast.

Using

• It is measureable.

• It is relatively inexpensive.

• Is simple to undertake.

• Large volume of traffic.

• Feedback from results fast.

Marketing Strategy

App in pre-prototyping phase with nothing for users to interact with.

Marketing experiments to –

• Identify if Segments are easily reachable

• Establish whether correct Segments are being targeted

• Confirm if these Segments want this sort of App

Segments Easily Reachable

• Keyword research reveals high traffic volumes

• Similar Ads already exist against keywords

• CPC for best keywords under $7

• Measure & record the number of impressions

Correct Segments

• Check opt-in email against social media for demographic details.

• Survey opt-ins to confirm demographic match.

Segments Want App

• Measure and review CTR on ads.

• Measure and review opt-in on website.

• Create pre-launch engagement and measure desire to opt-in.

Opt-in & Prospect Strategy

Page Variations

Process

• Keyword research for relevant keywords for ads

• Write & launch multiple ads on rotation

• Start with page design & copy that fits ad copy

• Send traffic via PPC ads

• Switch off ads that don't work

• Refine ads that are working

• Modify page elements to increase opt-in

• Test alternative ads

Findings

Segments Easily Reached

• Keyword research shows high traffic volumes

• No competitor PPC Ads

• CPC for best keywords are under $5

Correct Segments

• Data is promising but requires more analysis

• Increase the number of general keywords used for campaigns

Findings

Segments Want App

• An increase in campaign spend is required for more traffic & impressions

• Current CTR & opt-in numbers too low for definitive conclusions at this stage

• Engagement hasn't begun

Thanks We Appreciate Your Feedback

TeamDownUnderJames Galbraith, Arnaud Cherval, Kate Eriksson,

Louise Valmoria, Indra Chandon, Rafael Amaral,

Joe Bashta

Website http://www.organizertheapp.com