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Sakheni Dlamini, Fatima Manning, Joanne 
Morelock, Andrea Wong
Agenda 
Background 
Critical issues 
Brand strategy 
Financials 
Implementation 
schedule 
Monitoring and control
Background 
 Product Description 
 Market research 
 Situational analysis
Critical Issues 
 Relevance 
 Privacy & security 
 Customer 
relationship 
management
Recommendations 
 Interface 
update 
 Redefine “fun” 
 Launch a new 
product
Segmentation 
 Distribution 
 Geography 
 Psychographics 
Personas 
 Socialites 
 Self promoters 
 Enthusiasts 
 Di...
Target Market Zak — Enthusiast 
Lifestyle interests 
Social interaction 
Young 
Affluent 
Content 
“I enjoy good food, I e...
Positioning & Branding 
New Positioning Statement 
For city-dwellers, who love 
quality experiences, 
Foursquare offers th...
Product Strategy 
 Introduce new 
product: Open 
Channel, a feature 
that enhances 
users shopping 
experience 
 Encoura...
Price Strategy 
Feature available to 
loyal users via 50 
cashed-in discounts 
Cashed-in discounts 
require input of user ...
Promotion Strategy 
 Emphasize VIP-like 
experience from 
“check in” to “check 
out” 
 Release story to 
technology blog...
Financials 
Capital Budgeting Analysis 4/2013 - 3/2014 4/2014 - 3/2015 4/2015 - 3/2016 4/2016 - 3/2017 
Incremental Income...
Monitoring and Control 
How comfortable 
people feel about 
sharing 
% of customers 
who say they 
would 
recommend 
Fours...
“Open Channel” Monitoring and 
Control 
Potential Product 
% of customers who say they want new 
channels open 
% of new c...
Conclusion 
 Foursquare needs to take advantage of this 
prime opportunity 
 Unique relationship with customers and 
mer...
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Foursquare Marketing Team Project

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Developed a social media marketing strategy in collective study on “Foursquare”, identifying business development and partnership opportunities.

1. Cover
2. Agenda
3. Company Background
4. Company- Critical Issues
5. Recommendations
6. Segmentation analysis
7. Target Market analysis
8. Positioning statement & Branding
9. Product Strategy
10. Price Strategy
11. Promotion Strategy
12. Financials
13. Monitoring and Control
14. Monitoring and Control- New Product
15. Conclusion

Published in: Business
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Foursquare Marketing Team Project

  1. 1. Sakheni Dlamini, Fatima Manning, Joanne Morelock, Andrea Wong
  2. 2. Agenda Background Critical issues Brand strategy Financials Implementation schedule Monitoring and control
  3. 3. Background  Product Description  Market research  Situational analysis
  4. 4. Critical Issues  Relevance  Privacy & security  Customer relationship management
  5. 5. Recommendations  Interface update  Redefine “fun”  Launch a new product
  6. 6. Segmentation  Distribution  Geography  Psychographics Personas  Socialites  Self promoters  Enthusiasts  Discounters  Gamers  Occasional Posters
  7. 7. Target Market Zak — Enthusiast Lifestyle interests Social interaction Young Affluent Content “I enjoy good food, I enjoy talking about food and sharing tips, recipes, restaurant information.” - Zak
  8. 8. Positioning & Branding New Positioning Statement For city-dwellers, who love quality experiences, Foursquare offers the most relevant communications of all mobile apps between consumers and merchants, as evidenced by secure, location-specific tips, hassle-free discounts and real-time communications with establishments.
  9. 9. Product Strategy  Introduce new product: Open Channel, a feature that enhances users shopping experience  Encourages a “live interaction  Provides relevant content by increasing two-way communication  Monetizes relationship between users and merchants
  10. 10. Price Strategy Feature available to loyal users via 50 cashed-in discounts Cashed-in discounts require input of user credit card Participating locations include our strongest business partnerships in 3 major cities
  11. 11. Promotion Strategy  Emphasize VIP-like experience from “check in” to “check out”  Release story to technology bloggers  Gain buy-in and establish new business partnerships during Social Media Week  Create buzz through signage and billboards in merchant locations and via social media  Launch on Foursquare Day
  12. 12. Financials Capital Budgeting Analysis 4/2013 - 3/2014 4/2014 - 3/2015 4/2015 - 3/2016 4/2016 - 3/2017 Incremental Income Statement New revenues realized $ 9,993,049 $ 11,527,981 $ 14,283,169 New variable costs $ 2,997,915 $ 3,458,394 $ 4,284,951 New employee costs $ (500,000) $ (500,000) $ (520,000) $ (556,400) New R&D costs $ (1,000,000) $ (1,000,000) $ (1,000,000) $ (1,000,000) New marketing expenses $ (750,000) $ (1,500,000) $ (1,500,000) $ (1,500,000) New depreciation costs $ (333,333) $ (333,333) $ (333,333) EBT $ 9,657,630 $ 11,633,042 $ 15,178,386 Taxes $ (3,380,171) $ (4,071,565) $ (5,312,435) Net Income $ 6,277,460 $ 7,561,478 $ 9,865,951 Operating Cash Flows $ 6,610,793 $ 7,894,811 $ 10,199,284 Fixed Asset Increase/Decrease $ (1,000,000) $ 350,000 Taxes on assets sold $ 350,000 Terminal Value $ 84,994,037 Total yearly cash flows $ (3,250,000) $ 6,610,793 $ 7,894,811 $ 95,893,321 Breakeven Sales = 10 million Net Present Value = 77 million Months to Breakeven = 12 months Internal Rate of Return = 324%
  13. 13. Monitoring and Control How comfortable people feel about sharing % of customers who say they would recommend Foursquare Brand liking % of new customer downloads Retention rate of the new customers Brand awareness % of target market customers who have brand awareness recall
  14. 14. “Open Channel” Monitoring and Control Potential Product % of customers who say they want new channels open % of new channels open # of features offered by businesses
  15. 15. Conclusion  Foursquare needs to take advantage of this prime opportunity  Unique relationship with customers and merchants that provides ample opportunity to grow  Some risks | High return | Low investment  Largest risk for Foursquare is to not doing anything

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