This presentation was created by Aditya Chaturvedi, IIT Roorkee during a Marketing Internship under the guidance of Prof. Sameer Mathur.

2. EXECUTIVE SUMMARY
1. Our app “Stofers” identifies and fulfills the needs of students to be the ultimate
mobile app for connecting and collaborating with professors from reputed
universities across the world.
2. Accordingly we identify our competitor “LinkedIn” and specifically segment and
target our customers with impressive points of parity(POP) and position our app
as the ultimate app for checking opportunities online.
3. We identify the marketing channels through which we would promote our app
with negligible budget on marketing as we analyze this to the most effective way
to reach our consumers.
4. Finally, we discuss about our goals and sources of revenue in the future with the
ultimate pricing strategy for our premium services.

4. STOFERS IS AN APP THAT HELPS STUDENTS CONNECT WITH
PROFESSORS FOR OPPORTUNITIES LIKE INTERNSHIPS AND RESEARCH.
IT IS “A LINKEDIN FOR STUDENT-PROFESSOR CONNECTIONS”

6. Our customers will be students seeking contacts of professors in reputed
universities for opportunities in their respective fields.
We would provide the students with the easiest ways to contact a professor for
Research Opportunities/Internships or consult with him over our app

7. SEGMENTATION & TARGETING

8. Our market segment would be students pursuing under-graduation, graduation and
post-graduation and would be targeting those students who seek
Internship/Research opportunities with professors from universities they could
rarely connect to.
This unique app would be installed in every phone of students pursuing engineering
from IIT/NIT or wherever...I can guarantee that.

10. LinkedIn is too big a platform and still not marketed to the
right benefit of the students. We see the opportunity there!

12. POINTS OF PARITY (POP)
1. Provides Contacts of Professors
2. Provides bio of Professors.
3. Messaging tool (InMail)

13. POINTS OF DIFFERENCE (POD)
1. We would be helping the students search the professors and segment them
and sort along points such as:
A. The fields of Internships.
B. Alumni Professors of their current or previous colleges.
C. Flexibility and Duration.
....to name a few.
2. We would be providing services such as creating SOPs which would be
unique to every student/never repetitive and helping them with the paperwork of
bagging the required opportunity. This segment could also be targeted to
students seeking admissions in foreign or national universities in helping them
with their SOPs and LORs etc...

14. POSITIONING
The app will be positioned as the ultimate app for finding and getting Internships
and Research Opportunities with professors of reputed universities.
This will be our Ultimate Selling Point

15. Stofers
App
PREMIUM
FEATURES
Stofers PLUS
Stofers
PREMIUM
FREE
FEATURES
Stofers BASIC

16. Stofers BASIC
FEATURES
1. You get to access the wide network of professors with just a few clicks.
2. You get their contacts for e-mail or the fastest ways to connect with them.
3. You get the opportunities directly from the professors. Yes, you heard that right! If
the concerned professor loves your profile, he may call you to explore opportunities
you have to hassle around for so much free of cost. You just need the app in your
phone!
This would be our Basic App for free download

17. Stofers PLUS
FEATURES
1. You get to network with students as well through this feature with
consists of accomplished students all over the world in their fields and
get to ask them basically anything from questions regarding SOPs to an
insight into the kind of professors or universities etc.
2. You get the Stofers Basic features as well along with it.

18. Stofers PREMIUM
FEATURES
1. You get ready made SOPs and how-to-dos from the start of your interest
with the internship/opportunity till you get the reply from the internship.
2. What differentiates our Premium feature would be that you could get
unlimited advice and "Unlimited Everything" you need from any number of
SOPs to taking full benefits from the app.
3. You get the Stofers Basic and Stofers Plus features as well.

19. How would we promote our app?
We would be launching our app with zero
budget for Marketing.
How?

20. PROMOTIONS
1. Blogs & Quora
Our target audience(students) who spend
a considerable amount of time reading
online blogs or articles on Quora.
Thus writing an eye-catching creative
answer on Quora could market and
advertise the product free of cost.

21. PROMOTIONS
2. Social Media
Social Media could be used very
efficiently for our Marketing and reaching
the right target customers through these
channels would be very easy and
rewarding.

22. PROMOTIONS
3. Student Campus Ambassador Program
We all know how to lure students into this!!
Students would spread the word of our app
in their respective campuses.
The best marketing for us would come
through this.

23. PROMOTIONS
4. Create a Product Video for Digital Marketing
We would make it creative, funny,
thought-provoking or personal.
Tell the story, but in a way our target
audience can identify with.
This is the new way to make a connect
with the consumer!
We’ do it Just the way Dollar Shave Club
did it!

24. How shall we earn?
What will be our Pricing
Strategy?

25. PRICING STRATEGY
1. Stofers Basic
The Stofers App would be available for
download in the Google Play Store And
Apple Store free of cost.
The downloaded version would have the
Stofers Basic features and we would earn
revenue from Google and Apple Ads.
The Stofers Basic is already loaded with
sufficient features to boost growth from
the start and would be highly accepted in
the student community.

26. PRICING STRATEGY
The Pricing Strategy for our Premium feature must be very sensitive as it the
targets the students who don’t earn at the moment.
Thus our Premium Pricing would be done in two categories.
1. Stofers Plus
2. Stofers Premium
The Pricing would be based on regional differences as well.

27. PRICING STRATEGY
2. Stofers Plus
It would be priced at about $9.99 in USA
and Rs.199 in India. The above prices
mentioned are yearly and initial pricing.
The reasoning is that there's no work
required by us to do in this.
It just opens a new and wide network for
the market at such low prices.

28. PRICING STRATEGY
3. Stofers Premium
It would be priced at about $29.99 in USA and Rs. 999 in India.
The above prices mentioned are yearly and initial pricing.
The reasoning is that this would be our main revenue generator and it's
substantially high price than the plus version would make it feel like "it really has
some worth in it" to the consumer market and drive consumers to buy this product.
The services provided by us at such low rates are relatively very highly priced
services in the respective countries.

29. OUR GOALS
1. Our short-term goals would be to reach our target
customers through effective communication channels
and make sure the spread is on a global-scale so that
more and more consumers are attracted towards our
app for connections and seeking opportunities
2. Our medium-term goals would be to sustain the high
demand and traffic on our app and making sure our
apps interface is well managed and is consistently
working properly.
3. Our long-term goals would be to grow more and more,
year-on-year and start driving revenue from our already
large pool of customers through our services.

30. EXHIBITS
1. In our Promotion strategy, we see that Student Ambassador programs would
be the best effective communication channel followed by social media, blogs,
and video-marketing.
2. The Stofers Basic free app version would be earning revenue from Ads over
the platform while the Stofers Plus and Stofers Premium would be ad-free and
earning revenue from our pricing policy as mentioned.
3. We conclude by saying that..
We just need to do the branding of our app...brand equity would
follow...growth would follow...revenues would follow.

32. This presentation was created by Aditya Chaturvedi, IIT Roorkee during a
Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow