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  • If merchants aren’t convinced of the value that LevelUp offers they won’t partner with us. Eventually, we believe the market is headed towards smart phone payment methods so the majority of merchants and retailers will adopt some type of method.
  • It is easy to to introduce apps for use on Iphones. The credit card companies are getting undercut by LevelUp.
  • Transcript

    • 1. Complete Marketing Plan Phase 3 Peter Donovan Tiffani Hailey Nhung Dinh Harshana Godamanna MengYuan Chen James Davidson
    • 2. Situation Analysis
    • 3. Industry Overview/Porter’s Five Forces  Threat of new competition  Threat of substitutes  Bargaining Power of the customer  Bargaining power of suppliers  Competitive Rivalry
    • 4. Threat of New Competitors  Level Up has a relatively high threat of new competitors (Medium High)  Market ready for mass smartphone payments  New services will crop up  Partnering with merchants takes time
    • 5. Threat of Substitute Services  We don’t see this threat to be as high as the threat of increased competition. (Low)  Level Up currently has impressive early penetration in multiple cities  Customers love the smart, fun, easy to use software interface  We don’t see a rival service replacing Level Up outright.
    • 6. Bargaining Power of customers  Medium High  If stores and industries refuse to update and adopt payment methods like Level Up they have the right to do so and Level Up will be left out.  Companies that lag behind this trend will fall behind as they are not servicing their customers properly.
    • 7. Bargaining Power of suppliers  Low
    • 8. Marketing Objectives Small Businesses • Generate Interest • Limited Risk • Repeat Customers • Build Brand Loyalty
    • 9. Marketing Objectives International Market • Introduce on Black Friday • Best Buy, Wal-Mart, Target • Increase Customer Awareness • Increase Market Share
    • 10. Marketing Objectives Key issues • Security • Customer Awareness • Service Errors • Competition
    • 11. Target Market  Geographic ◦ U.S markets ◦ Businesses in the urban area  Demographic ◦ Students and all other professions ◦ Ages: 18- 45  Psychographic ◦ All social class ◦ Money + Time savers
    • 12. Positioning statement “LevelUp is a better way to pay. But it's more than just that. LevelUp is an entirely new way for local businesses & consumers to connect.”
    • 13. Marketing Mix  Service  Price: – free for consumers, 2% flat processing fee for businesses  Distribution: distributes in 9 states (Atlanta, Boston, Chicago, New York City, Philadelphia, San Diego, San Francisco, Seattle, St. Louis) ◦ Boston has 260 places supporting this program.
    • 14. Marketing Mix (cont)  Promotion: Homepage website and mobile applications ◦ Consumer - pay with your phone. Save time and Money. ◦ Business - Level up is a smarter way to get paid, help businesses create a loyalty program and attract more customers.
    • 15. Campaign/Programs  Introduce LevelUp to International Companies  Promote through Facebook  $0 Fraud Liability Policy
    • 16. Actions/Tactics  Making a Facebook Page  Targeting Restaurants and Bars  Posters at Merchants
    • 17. Sales Forecast •First year (by month): $25 Monthly Each person, 2 million totally •Second year, third year… (by year): $250 Annually Each person, 1 billion totally
    • 18. Expense Forecast  The expense cost is 450 dollars each.
    • 19. Breakeven Analysis  Free for first time consumers, 2% flat processing fee for businesses  Merchants who need equipment can lease a smartphone and docking station for $25 monthly, or $250 yearly.  50% return ratio our app has delivered
    • 20. Breakeven Analysis
    • 21. Contingency Plan  To maintain order following an extraordinary event threatening the overall functions of a normal business environment.
    • 22. Contingency Warnings Power Usage Absence Protest Revenue Data
    • 23. Contingency Plan Events Telecom Failure App Failure Board Members Political Satellite Mainframe
    • 24. Contingency Plan Timeline Implementation 24-36 hours Appropriate Strategy Identification 0-24 hours Potential Threat? /Contacts Made Stabilization 48+ Hours Monitor Event Execution 36-48 hours Activate Strategy
    • 25. Contingency Plan Major Event Implemen t Analyz e CEO PlanRecover Withdraw Return to Normal Restore Monitor Return to Normal
    • 26. Thank You