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Wave Marketing Publishing Overview
Catch the mobile application wave
Mobile App Publisher
Helping Developers Launch Succes...
January, 2012 Apple iTunes
The Mobile Application Wave
Who We Are?
What Problems
We Solve?
Why Are We
Different?
Agenda
1 2 3
Wave
Marketing
Publishing
Services
The Value
Develo...
Wave Marketing Publishing Overview
Catch the mobile application wave
Who We Are
| Publishing
Mobile App Publisher
Full life-cycle services, from product
concept to launch and extension.
Who We Are
Developers Publishers
What problems do we
solve?
• Lack of marketing expertise
• Global reach and distribution
• Positioni...
Wave
Marketing
Global
Reach
Product
Readiness
Proven
Success
People
Low Cost
Marketing
Wave Marketing Publishing Advantage...
Wave Marketing Publishing: App Lifecycle Management
Develop Launch ExtendGrowProduct
Concept
Unique Approach
Business Plan...
Communications
• Press Releases
• Product Reviews
• Multi-channel
announcements
• Website
Wave
Marketing
Full Service Mark...
Publish
Comms.
& Promotion
Email Campaign
Press Release
Features/
Lifestyle
News
Online
Blogs
Blogs/ Forums
Website
Social...
Shanghai, China
• market entry
• development resources
The Philippines
• design, graphics, audio
• development resources
S...
Product Readiness
Product
Readiness Product Services
• Multi-device QA services
• Focus group services
• Localization/Tran...
Proven Success
Proven
Success More to come
• 10 active developers
• 2 small development organizations
• China, and Korea m...
Wave Marketing Publishing Overview
Catch the mobile application wave
What Services
Do We Deliver
| Publishing
Wave Marketing Publishing: Wave Lifecycle Management
Develop Launch ExtendGrow
Product
Concept
Wave Marketing Publishing S...
1. Market Analysis:
Wave Segmentation
• Customer Segmentation
• Persona Profiling
• App Business Modeling
How To Target Cu...
Category Value Breath Duration Device Platform
Gaming
.
.
.
Premium / low
cost
.
.
.
.
.
.
Mainstream /
Niche
.
.
.
.
.
.
...
Q4-2010 Q1-2011 Q2-2011 Q3-2011
Consumer Driven Events
Technology Driven Events
Christmas
“Tablets Hottest Gift”
China
App...
Positioning Strategy
1. Market Analysis:
Go-To-Market Approach
Differentiation
Revenue/ Cost
Differentiation
Revenue/ Cost...
Positioning Strategy
1. Market Analysis:
Go-To-Market Approach
Differentiation
Revenue/ Cost
Differentiation
Revenue/ Cost...
1. Market Analysis:
Competitive Research
Competitive Strategy
Product Planning
2. Product Readiness
Wave Business Plan
• It’s a living plan
• It’s pragmatic
• Highly creative –uses a
s...
Global, multi-platform, and customer ready
2. Product Readiness
Wave Product Services
• Multi-device QA services
• Focus g...
Product
Plan
Business
Plan
v1
Product
Concept
Concept
Review
Storyboard
Design
Marketing
Plan
Green
LightFinalize
Product ...
Communications
• Press Releases
• Product Reviews
• Multi-channel
announcements
• Website
Marketing Plan & Execution
Colla...
 PR Strategy
 Online and offline PR mix
 Category PR
 PR leverage and drive customers into
action
 Social Media Strat...
Publish
Comms.
Email Campaign
Press Release
Features/
Lifestyle
News
Online
Blogs
Blogs/ Forums
Website
Social Media
Faceb...
Wave Marketing Publishing Overview
Catch the mobile application wave
How It Is Managed
| Publishing
Planning & Process Rep...
Wave Marketing Publishing Overview
Catch the mobile application wave
What Value To Developers
| Publishing
1. Better return on development
> 40-60% revenue uplift
 Connect with your customer – right message
 Get them to buy – r...
1. Highly competitive
• Low barriers to entry
• Crowded and undifferentiated app market
• Price erosion (>40% of downloade...
Key mistakes Wave Marketing Publishing
helps avoid:
 Short Life: post, don’t promote – dies off
 Late to Market: miss ou...
Unique Value Proposition (UVP)
Market Size/ Opportunity
EXECUTIVE SUMMARY: WAVE MARKETING BUSINESS PLAN
• $17.5 billion ap...
“Ride The Mobile App Wave”
www.gowavemarketing.com
| PUBLISHING
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Wave Marketing Publishing - Business Plan

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The Wave Marketing Group offers mobile publishing services to grow the awareness and revenues of mobile apps.

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Transcript of "Wave Marketing Publishing - Business Plan"

  1. 1. Wave Marketing Publishing Overview Catch the mobile application wave Mobile App Publisher Helping Developers Launch Successful Apps | Publishing
  2. 2. January, 2012 Apple iTunes The Mobile Application Wave
  3. 3. Who We Are? What Problems We Solve? Why Are We Different? Agenda 1 2 3 Wave Marketing Publishing Services The Value Developers Receive
  4. 4. Wave Marketing Publishing Overview Catch the mobile application wave Who We Are | Publishing
  5. 5. Mobile App Publisher Full life-cycle services, from product concept to launch and extension. Who We Are
  6. 6. Developers Publishers What problems do we solve? • Lack of marketing expertise • Global reach and distribution • Positioning and packaging • Product readiness • Lack of promotion Why Wave Marketing Publishing
  7. 7. Wave Marketing Global Reach Product Readiness Proven Success People Low Cost Marketing Wave Marketing Publishing Advantage & IP
  8. 8. Wave Marketing Publishing: App Lifecycle Management Develop Launch ExtendGrowProduct Concept Unique Approach Business Plan • Market & Competition • Product & Packaging • Marketing & Launch Create Buzz • Launch Communications (PR, Social Media) • App Store Presence • Promotions Drive Revenues • Refreshes & promotions, WOM • Feedback Capture & Analysis Extend Apps • Cross sell, up sell • New product intro Wave Marketing Full Service Marketing Marketing that builds on it’s own momentum & Full Lifecycle Management -from idea to next idea
  9. 9. Communications • Press Releases • Product Reviews • Multi-channel announcements • Website Wave Marketing Full Service Marketing Launch & Promote Collateral Development Social Media - WOM Promotions • Blogs & Tweets Buzz • Social sites, Facebook • Referrals and “like this” programs • Email and social media • Direct mail • Pricing promotions and cross sales • Icons & Descriptions • Demos & Screenshots • Datasheets and presentations
  10. 10. Publish Comms. & Promotion Email Campaign Press Release Features/ Lifestyle News Online Blogs Blogs/ Forums Website Social Media Facebook, LinkedIn Syndicate (Twitter, etc) Recommends (Digg, etc) Rich Media (YouTube, Slideshare) Advertising App Stores Amazon… and more Apple iTunes Android Markets TMobile SingTel Verizon Sprint Globe Phils Vonage AT&T Other EU Carriers China MobileOther SEA Carriers Virgin Mobile Blackberry Markets Windows Markets Web Apps Chrome iMac MS Cloud Wave Marketing Full Service Distribution Publish to over 20 AppStores
  11. 11. Shanghai, China • market entry • development resources The Philippines • design, graphics, audio • development resources Silicon Valley • market access •Development resources • Mobile leadership Global Reach & Low Cost Marketing Global Reach Low Cost Global Advantage Lower Cost, Wider Distribution • Low cost APAC infrastructure • China, Korea, Japan market opportunities
  12. 12. Product Readiness Product Readiness Product Services • Multi-device QA services • Focus group services • Localization/Translation services • Cloud services • Security services • Graphic and audio services • Platform porting (e.g., Android to iPhone & RIM)
  13. 13. Proven Success Proven Success More to come • 10 active developers • 2 small development organizations • China, and Korea market entry
  14. 14. Wave Marketing Publishing Overview Catch the mobile application wave What Services Do We Deliver | Publishing
  15. 15. Wave Marketing Publishing: Wave Lifecycle Management Develop Launch ExtendGrow Product Concept Wave Marketing Publishing Services Wave Marketing Publishing 3 Key Functions: • Market Analysis • Product Readiness • Launch & Promotion
  16. 16. 1. Market Analysis: Wave Segmentation • Customer Segmentation • Persona Profiling • App Business Modeling How To Target Customers Category Value Breath Duration Device Platform
  17. 17. Category Value Breath Duration Device Platform Gaming . . . Premium / low cost . . . . . . Mainstream / Niche . . . . . . Event based, short-term, or long-term . . . . . . Phone, Tablet . . . . . . Apple, Android, Symbrian RIM . . . Entertainment Lifestyle Productivity / Business Health / Fitness Finance News / Sports Books, Magazines / Presentations Enterprise Apps – Workforce Productivity Business Model Segmentation Price: Free / Cost Cross sell / Upsell Ads Subscription Branding & Others Application Modeling Wave Segmentation
  18. 18. Q4-2010 Q1-2011 Q2-2011 Q3-2011 Consumer Driven Events Technology Driven Events Christmas “Tablets Hottest Gift” China App Stores RIM PlaybookiPads (Android/ Samsung Galaxy) Apple News (MacWorld Jan 27) Apple News (Developer Conference June) iPad intros by: Lev0no, Dell, Cisco, Visio,… many more Apple V2 iPad CES & Winter Product Intros Customer habitat & persona profiling: “marketing timing is everything” Wave Segmentation
  19. 19. Positioning Strategy 1. Market Analysis: Go-To-Market Approach Differentiation Revenue/ Cost Differentiation Revenue/ Cost Product Centric MarketCentric
  20. 20. Positioning Strategy 1. Market Analysis: Go-To-Market Approach Differentiation Revenue/ Cost Differentiation Revenue/ Cost Product Centric MarketCentric FirstWords Angry Birds Angry BirdsCrush the Castle What We Look For: • Zero to small number of competitors • No market leaders • Team commitment • Untapped market What We Look For: • Unique saleable features customers are looking for • Developer’s commitment for product enhancements What We Look For: • Available untapped markets • Available sales channels • Developer’s commitment for market extensions (revenue sharing) What We Look For: • Smaller number of competitors • Viral adaption with Wave marketing • Growth in market interest • Large customer base
  21. 21. 1. Market Analysis: Competitive Research Competitive Strategy
  22. 22. Product Planning 2. Product Readiness Wave Business Plan • It’s a living plan • It’s pragmatic • Highly creative –uses a storyboarding design methodology • Fiscal and project management guidance
  23. 23. Global, multi-platform, and customer ready 2. Product Readiness Wave Product Services • Multi-device QA services • Focus group services • Localization/Translation services • Cloud services • Security services • Graphic and audio services • Platform porting (e.g., Android to iPhone & RIM)
  24. 24. Product Plan Business Plan v1 Product Concept Concept Review Storyboard Design Marketing Plan Green LightFinalize Product Plan 1-2 weeks 1 week 1-2 weeks Business Plan v2 Market Analysis InDepth Planning 2. Product Readiness Wave Planning Process Guidance through the planning process
  25. 25. Communications • Press Releases • Product Reviews • Multi-channel announcements • Website Marketing Plan & Execution Collateral Development Social Media - WOM Promotions • Blogs & Tweets Buzz • Social sites, Facebook • Referrals and “like this” programs • Email and social media • Direct mail • Pricing promotions and cross sales • Icons & Descriptions • Demos & Screenshots • Datasheets and presentations 3. Launch & Promote
  26. 26.  PR Strategy  Online and offline PR mix  Category PR  PR leverage and drive customers into action  Social Media Strategy  Mainstream versus niche strategy  Thought leadership/ expertise influence  Buzz tactics – Tweets, Diggs, and others  WOM Strategy  Influencers and reviewers  WOM hooks  Advertising Strategy  SEO optimization  Ad placement and design services  Online and offline ad mix  Direct Marketing Strategy  eMail, DM Promotions  Events, Mailers or other DM strategies  Promotion Strategy  Intro Pricing, Free Apps  Product Extensions: Next Generation, Refresh and others  Physical Merchandising  Platform and device spotlights (Apple vs. Android, Dell vs. RIM, etc.) Marketing-Communications Checklist Get Noticed
  27. 27. Publish Comms. Email Campaign Press Release Features/ Lifestyle News Online Blogs Blogs/ Forums Website Social Media Facebook, LinkedIn Syndicate (Twitter, etc) Recommends (Digg, etc) Rich Media (YouTube, Slideshare)Advertising App Stores Amazon Apple iTunes Android Market TMobile SingTel Verizon Sprint Globe Phils Vonage AT&T Other EU Carriers China MobileOther SEA Carriers Virgin Mobile Web Apps Chrome iMac MS Cloud Promotion Distribution 3. Launch & Promote Global Distribution Coordinated & Momentum Building Publish
  28. 28. Wave Marketing Publishing Overview Catch the mobile application wave How It Is Managed | Publishing Planning & Process Reports Tracking & Dashboard Reports
  29. 29. Wave Marketing Publishing Overview Catch the mobile application wave What Value To Developers | Publishing
  30. 30. 1. Better return on development > 40-60% revenue uplift  Connect with your customer – right message  Get them to buy – right packaging, pricing and promotion  Get them to recommend 2. Faster to market > 30% reduction in time to market  Hit the right sales windows  Time the launch right – make an impact 3. Better product > Better reviews, and higher ratings  Improve quality  Meet customer expectations  Extend the product – what’s next “Ride The Mobile App Wave” Summary: Wave Marketing Publishing Value To Developers
  31. 31. 1. Highly competitive • Low barriers to entry • Crowded and undifferentiated app market • Price erosion (>40% of downloaded apps are $0.99 or less) 2. Highly segmented • Who is your target? Why would they care? 3. Short product lifecycles • Need an impact and to extend the product 4. Lack of marketing knowledge • Post and run approach – leads to undifferentiated market • Poor messaging and inability to connect with the customer 5. Quality issues • Low ratings and unhappy comments Summary: If Developers Go It Alone Business Challenges for Apps What Wave Marketing Publishing Helps Solve
  32. 32. Key mistakes Wave Marketing Publishing helps avoid:  Short Life: post, don’t promote – dies off  Late to Market: miss out on key windows  Me Too: undifferentiated in crowded category, don’t position out of category to connect  Don’t Connect: lack of compelling message and images to connect with the customers  Don’t Maximize: wrong pricing, wrong audience, little feedback capture and improve  Poor Experience: quality or customer experience issues cause poor ratings and comments  No Future: not capturing feedback or extending the app Summary: If Developers Go It Alone
  33. 33. Unique Value Proposition (UVP) Market Size/ Opportunity EXECUTIVE SUMMARY: WAVE MARKETING BUSINESS PLAN • $17.5 billion apps market by 2012 • $6.2 billion in 2010, from $4.2 billion in 2009, Gartner Inc. • Explosive app growth: 85% growth, 7B to 50B download by 2012 • Explosive tablet growth – fastest growing product • iPad, over 4B sold in 3 months • aPad, Q4 launch – 30% market share in 1 year • Highly competitive: •Over 300,000 apps. Apps sales driven by top 20 (80% revs) • High price erosion (42% are $.99 or less) • Average life span is under 3 months •Intensive developer competition: “25 percent of the new startups [in India] are in the mobile applications market“ •Growing App Stores: Apple, Android, Intel, Adobe, Verizon, AT&T… Wave Marketing provides publishing services to accelerate the revenue growth of mobile applications • Marketing methodology – Wave Marketing • Low cost marketing infrastructure • Global reach • Product Readiness (incubation as well) • Proven – pipeline/ successes • Value proposition to developers; • Better return on development • Faster time to market • Better quality product/ experience • Challenges addressed • Lack of marketing expertise • Highly competitive market, with short lifecycle • App and experience low quality Action Plan Financials • Three key business models • 30-70% revenue sharing with developers • Packaged services (retainers are possible with dev firms) • App investment (>80% revenues with shared costs) • $200,000 gross revenues in year one •10-15 apps • $1M in upside •1 breakthrough – top 20 app (potential to yield >$1M) • $50,000 - $100,000 in operating expenses, year 1 • 50% gross margin target •$100K start up funding (resources + cashflow) –October 2010 • Wave Publishing infrastructure in place by January 2011 •1st App launched in February 2011 •2-5 Add’l Apps launched by March-May 2011 with major mktg launch • 1st round of Investor funding by March-April 2011 •Risk: % of revenues for independent developers, first wins being required to secure business. Ability to brand. Marketing dollars. Authors Publishers Market Analysis Packaging, Pricing, Product Readiness Launch Promotions Distribution Publishing Services for Mobile Applications
  34. 34. “Ride The Mobile App Wave” www.gowavemarketing.com | PUBLISHING
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