Prepared during marketing management internship under Prof Sameer Mathur, IIM Lucknow.

1. InsideOut
A STEP TOWARDS A HEALTHY LIFESTYLE

2. EXECUTIVE SUMMARY
 The App aims to help people to maintain a healthy lifestyle.
 Helps to track progress.
 Save time and reach efficiency with nutritious diet.
 Boosts motivation to attain fitness goal.

3. EXECUTIVE SUMMARY
 Equipment can be obtained at a cheaper rate through voucher available on
App.
 Get personalized consultation from expert.
 The company has low marketing budget and needs to spend accordingly.
 To reach the masses we will be executing marketing strategies and campaigns.

4. SITUATIO
N
ANALYSIS

5. COMPANY OVERVIEW
 The company has just commenced its business and hopes to increase its
outreach.
 Involves expert in the areas of physical fitness, nutrition and counselling.
 Has various forms of exercise and programs for the customers along with a track
system.
 Provides consultation, forums access, diet plan, nutritional information.
 Point of difference is it provides counselling which helps to change the mind set
of people and vouchers for equipment.

6. MARKET OVERVIEW
 Market for the app is huge with people moving towards a healthy lifestyle.
 It’s for everyone as it is not segmented to any one form of fitness routine.
 The app faces competition from app’s like Calorie counter, Nike training.
 It can get more customers due to its attractive feature.

7. TARGET CUSTOMERS
 App targets anyone and everyone who owns a smartphone.
 People seeking for a healthy lifestyle.

8. GOAL

9.  The app aims to achieve 6,000 downloads for the first quarter and 18,000
downloads by the second quarter.
 Hopes to achieve at least 10% of conversion from standard to premium from first
to second quarter.
 Will hold its first recruiting session after the first quarter if meets target.
 Plans to increase the number of advertisers thus increasing revenue for
advertising.

10. STRATEGY

11. TARGET MARKET
COUSTOMERS
 Providing workout for short time for people with less time and intensive
workout for people who have time.
 Weekly, monthly, quarterly day workout plan according to customer.
 Workout for all levels i.e. beginner, intermediate and expert.
 Fulfills all types of requirement.
 Looks after their nutrition requirement providing analysis.

12. TARGET MARKET
COLLABORATION AND COMPANY
 Collaborating with Karma Counselling Centre for counselling.
 Fitness related counselling are fulfilled by Lux Gym.
 Vouchers from Flipkart are provided by Groupon.
 Company currently owned by founders with 25% ownership of each
founder.

13. TARGET MARKET
CONTEXT
a) The app is developed on android studio available on Play store.
b) For everyone seeking fitness and healthy lifestyle.
c) All major decision taken by founders.
d) Strategies, marketing ideas and campaigns are conducted by founders
including financing, operating, investing etc.

14. VALUE PROPOSITION
CUSTOMER VALUE
a) Customer can choose variety of workouts.
b) Report and progress chart provided.
c) Advice regarding nutrition and diet.
d) Queries and suggestions are given regularly.

15. VALUE PROPOSITION
COMPANY VALUE
a) Wages, expenses are decided by the founders.
b) Investing, financing, marketing strategies decided by the founders.

16. TACTICS

17. PRODUCT AND SERVICES
Provides consultation regarding healthy lifestyle, recommendation of
workouts, diets. Premium provides personalized information from
expert.

18. BRAND
Name of the brand InsideOut indicates that it is not only a fitness app
that works on the outside but it also works on the inside through
correct diet via consultation.

19. PRICE
Price of the premium version is $9, which provides no ads,
personalized consultation for workout and diet from the expert.

20. INCENTIVE
Discount to people referring and advertising it on social media.

21. COMMUNICATION
 Distribution of pamphlets.
 Endorsing through youtubers who have channel on fitness.
 Creating a blog about the App.
 Pages on Facebook and Instagram dedicated to it.
 Putting information about the App on various fitness forums.

22. DISTRIBUTION
Exclusively sold on Google Play Store.

23. IMPLEMENTATION

24. INFRASTRUCTURE
Managed from the hostel where the founders reside currently.

25. PROCESS
The discount free trials, free challenges can be availed by anybody who has
downloaded the App.

26. THANK YOU

27. DISCLAIMER
Created by Akanksha Singh, Zakir Husain College, University of Delhi, during a Marketing
Management Internship under Prof Sameer Mathur, IIM Lucknow.