1. Business Plan and Presentation
II. Marketing and Operations
By: Sohan Babu Khatri
CEO
Learn | Consult | Research
Three H Management

2. Sohan Babu Khatri - Introduction
Professional Engagements:
• CEO – Three H Management Pvt. Ltd
• Director of Board – Grand Bank Nepal Ltd , Just-One-Nepal, SCDRR-Nepal
Resource Person:
• Ace Insititute of Management
• Kathmandu College of Management
• HVAP – MoAD (SNV)
Educational Background:
• Bachelor’s of Civil Engineering (BE Civil) - Pulchowk Campus, Institute of
Engineering, Nepal
• Masters of Business Administration (MBA - Finance and Marketing),
Bangalore University, India
• Certified Financial Manager (CFM), Centre of Financial Management, Bangalore
• Licensed International Financial Analyst (LIFA) - Charter Holder – International
Research Association, Cambridge, Massachusetts

4. Agenda for three sessions
Day 1 - Business Idea and Concept Presentation
Day 2 - Marketing Plan and Presentation
Day 2 - Operational Plan and Presentation
Day 3 - Financial Plan and Presentation
Day 3 – Growth/Sustainability/Risk Management
Plan and Presentation

6. The whole aim of this part is

7. You’ve Dared – Recognition ?

9. Describe
• Available and Potential Market
• Target Market
– Define them as narrowly and clearly as
possible
• Market Structure
– Level of competition
– Readiness of Target Market
– Growth Potential of Target Market

13. Marketing Mix

14. Present in following order
• Product Features
– From Value Perspective
– From Benefit Perspective
– From Customer’s Perspective
• How are you target customers going to know
you ? – Promotion
• How does your revenue model work ? –
Pricing
– Various pricing for various revenue models
• How do you make it available to customers ?
– Distribution / Place

15. While Presenting …..

16. Effective Promotion…..

17. About Product…..

18. Mobile App Marketing

20. How do you grow from just another
little fish in a big pond, to a
superstar?
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21. CSFs
• Loyal User Acquisition
• In-App user engagement
• Revenue

22. Use Variety of Marketing Channels
• Social media and PR will help get the word
out about your app, and the feedback you
receive from users will help you make
improvements
• The most effective way to maximize your
loyal user base and revenue is mobile
advertising
• Add in-app and mobile web advertisements
to your marketing mix, and be sure to use
many ad networks and big publishers.

23. First Impressions Count
• Beautiful, perfectly functioning app
• Rely on a coveted “Featured” spot in the app
stores?
• Design attractive advertising banners that
will strike a chord with potential users
• It’s also the job of your icon, screenshots,
and description text to sell your app and
convert clicks to downloads.
• Be creative and aim for a big impact in a few
seconds.

24. Get Found Via Search and High App Store
Rank
• A big chunk of users (63 percent) say they’ve used search
to discover new apps.
• Just as SEO is important in online marketing, so is App
Store Optimization (ASO) for app marketing.
• Research relevant, long tail keywords, and experiment with
them each update cycle to see how they affect your search
rank.
• Also know the techniques that are unique to your operating
system.
– In iOS 6, you can now use singular forms in your keywords to save
on characters (since you just have 100).
• Use tracking technology for maximum cost-efficiency, and
focus on achieving quality downloads from reputable, high-
volume traffic sources.

25. Be data-driven: track and optimize your ad campaigns
• With sophisticated tracking technology and
fingerprinting, it’s possible to analyze your
advertising campaign data and achieve
maximum transparency and efficiency in your
marketing.
• With a data-driven approach and the right
technology, you can instantly identify your
valuable traffic sources, eradicate
underperforming and fraudulent publishers, and
select your best campaign settings.
• This will maximize your downloads from loyal
users, and your return on investment.

26. 4Ps are OUT
4Es are IN
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27. 4 Es of Marketing
• from Product to Experience
• from Place to Everyplace
• from Price to Exchange
• from Promotion to Evangelism

28. ...........
• Understand End to End Customer Experience
• How would you make that experience rich ?
• Understand full range of possibilities of
reaching customers
• Intercept than Interrupt
• Make contact when they are most receptive
to engaging with you.
• Today we have to intercept consumers on
their turf and on their terms, and that could be
anyplace or everyplace

29. ……….
• Focus on customer’s attention, engagement
and permission.
• Create a mission and brand experience that
are so inspiring to consumers that they
engage with you – and share their
enthusiasm with others.
• What makes evangelism so powerful today
is how it marries the oldest form of
persuasion – word of mouth – and the
newest – social networking and Web 2.0.

30. Branding

31. The Big Ideal – The emotional center

32. Promotion for Mobile Apps
• How are you going to create ?
–Triggers
–Incentives
–Engagement in daily life

33. 4Cs of Marketing

34. Operations
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36. Your Team and Capabilities
“10 DONKEYS LED BY A LION CAN
DEFEAT 10 LIONS LED BY A DONKEY”
LEADERSHIP IS CRUCIAL
“ITS PEOPLE THEY INVEST IN”

37. …..
• Connect complimentary competencies
• Describe the role of each in the business
• Its always good to get sense of passion
and business model getting attached with
people.

40. Operations
• How are you going to produce, provide
and operate ? – Production Process
• What is your operational flow chart ?
• What technologies are you using and why
that’s the good one ?
• How are you going to manage your supply
chain and logistics ?
• How are you going to source the required
resources ?

42. ………
• Talk about any unique feature of your
operations – if there is any.
• Any planned growth/change in the
production/operation plan in near or mid-
term future ?
• Your Quality Control Policy ?
• Other Policies ?

43. Order of Presentation
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44. Stepwise
• After Business Concept, talk about
Product…..
• Technology, Operations, Distribution and
Activities
• Team, Capabilities
• Promotion, Pricing
• Others

45. Best of Luck !!
By: Sohan Babu Khatri
CEO
Learn | Consult | Research
Three H Management