Marketing Strategy for an Android App called Genesis. This presentation has been created during an internship with Prof. Sameer Mathur, IIM-Lucknow.

1. GENESIS
NEW BEGINNINGS

2. WHAT IS
GENESIS?
• GENESIS is an App, that aims to
reach out to all the citizens of India
and become their dictionary to
understand, innovate and implement
their startup ideas. It encourages
people to ideate and apply that
thought.
• Genesis refers to NEW
BEGINNINGS!

3. WHAT DOES
GENESIS AIM
TO DO?
• Genesis is an App especially designed to educate
and inform people about the Startup eco-system and
everything related.
• From news articles to workshops, it engages a
person willing to learn and explore the entrepreneur
within themselves.
• Genesis specifically aims to spread awareness
about ‘Startup India’ in Tier 2 and Tier 3 cities.

4. WHAT ARE THE
FEATURES OF GENESIS?
– LIVE STREAMING
INFORMATION
• Information from various portals
that generate information on the
startup revolution (Integrating or
uniting various startup articles,
interviews, videos from ET, YourStory
and other such portals).
• The idea is to conveniently access all
the information from just one App. The
interface is similar to an updating news
feed.
• In addition, all data on Government
policies and schemes may be
channelled through our App and it can
be connected to the StartUp India App
of the Government.

5. WHAT ARE THE
FEATURES OF
GENESIS? – LIVE
NOTIFICATIONS
• LIVE NOTIFICATIONS of trending
growth areas, areas where there is a
need but no activity are compiled,
urging the users to think on these
areas and innovate.
• Educational programs and learning
experiences in accordance with the
interests of the users are categorised
and notified (Example - Startup
training programs etc).

6. WHAT ARE THE FEATURES
OF GENESIS? – IDEATE BLOG
• This is a new segment which consists of a blog wherein people
can give any new startup ideas or put up articles that could help
use the conventional resources present in that area.
• Quite different from the streaming notifications, Ideate is a
blog that updates information locally.
• Users that do not have any info or statistics of their locality and
are interested in start-ups can go through the articles in our blog
and logically deduce start up ideas.
• Users may also find Outliers (Anomalies, extremities, oddities
that occur in the Tier 3 city from which an idea can be born to
the benefit of the society) reported. Such dynamic information
may be mined from real time APIs such as TOI etc

7. WHAT ARE THE FEATURES OF
GENESIS? – CHATBOX (START A
CONVERSATION . . . . )
• Under every article, video or notice, there is
always a discussion forum section
(chatbox) that we call ‘Start a Conversation . . ‘,
where people can discuss and dissect opinions.
• We can also bring in Market experts and
Startup Gurus for live discussions similar to
Reddit’s AMAs for expert advice.

8. WHAT ARE THE FEATURES OF GENESIS? –
INCUBATOR LISTING
• Here, interested investors may list themselves and opportunistic
startup dreamers may contact them with their proposals. We can
also host info regarding local banks that provide startup loans.

9. WHAT ARE THE FEATURES OF GENESIS? –
FORTUNE-TELLER
• FORTUNE-TELLER is the search engine, which tells the users whether the idea they have come
up with is authentic or not.
• The users may input the tags related to their idea or type in their idea.
• Related competitors and the success percentage (feasibility of domain based on demand) of
their startup is approximated and displayed, having been compared with other startup data in
their vicinity.
• Collaboration opportunities are also displayed.
• For this feature, information is mined by considering the local city parameter statistics like -
SKILL India, transport, trends and demands in occupations, stock markets, recreational facilities,
population and average annual income.

10. WHO CAN USE
GENESIS?
• Broadly speaking, ANYBODY can use Genesis.
• But, we have designed Genesis specifically, to
spread awareness about ‘STARTUP INDIA’ in TIER 2
and TIER 3 cities.
• The objective is to encourage potential
entrepreneurs from the rural parts of the country to
start their own businesses and improve the rating of
their city.
• Startups boost economy and open new doors.

11. WHY IS GENESIS
TARGETING CUSTOMERS
FROM TIER 2 AND TIER 3
CITIES MAINLY?
WHY DOTIER 3 CITIES REQUIRE MORE
AWARENESS REGARDING ‘STARTUP
INDIA’?
• We see that the Rupee/burn for
Tier 3 cities is very low. Project
costs are low.
• Office space costs are low. And
there’s not much to lose if a
venture goes downhill (Low project
risk).
• Moreover, some Tier 3 cities are
major educational hubs, consisting
of many Engineering and medical
colleges (like Warangal and Koti).
Therefore, it is booming with
startup ideas.
• The focus of Skill Development
is in Tier 3 cities. Startups in Tier 3
cities are to cater to the Skill
Development program.

12. WHAT ARE THE MAIN
FEATURES OF GENESIS? –
PUSH-UP-A-TIER
• This is a venture, that displays the startup statistics
and tier level of the user’s city. This is a challenge
that encourages users to begin a startup and
contribute to raising the tier of their city from 3 to 2,
or 2 to 1.
• Users can understand and view how and in what
ways their operating startup is contributing to the
status of a city as Tier 1, 2 or 3.
• Using the parameters that classify the Tier of city
(demographics, finance, infrastructure and catalysts
like Govt. and Political support) we will formulate an
algorithm to generate an empirical value.

13. WHAT ARE THE FEATURES OF GENESIS? -
TRANSLATORS
• The main feature of conveniency provided by our App for Tier 3 cities is the
availability of the live streaming articles, Ideate blog posts and Start A
Conversation comments in various local languages, so that the users can best
understand in the language of their choice. (Even providing subtitles for
videos)

14. GENESIS’ POTENTIAL
FRIEND IS ALSO HER
FOE?! WHAT?!
Genesis’ main competitor is the ‘STARTUP INDIA’ App
launched by the Government.
• Features:
• Registering Startups with relevant agencies of the
Government.
• Tracking the status of the registration application
and anytime downloading of the registration
certificate.
• Filing for compliances and obtaining information on
various clearances/ approvals/ registrations required.
• Collaborating with various Startup ecosystem
partners.
• Applying for various schemes being undertaken
under the Startup India Action Plan.

15. HOW IS
GENESIS
DIFFERENT?
• While StartUp India App focuses on the
registration and certification phase of a Startup,
Genesis guides the users through all the phases,
from idea generation to feasibility to establishment.
• It trains the user to become a knowledgeable
entrepreneur with our real time features that
support easy navigation.

16. GENESIS AND HER
COLLABORATION
OPPORTUNITIES
• It can be assured that Genesis is an App that
everybody will have an eye on.
• Especially, her competitors, seeing as she provides
better services than them and much, much more.
• Collaborations with the Government’s app would
result in projection of information, real-time and
accurate.

17. WHAT ARE THE NEEDS OF THE
CUSTOMER THAT GENESIS
FUFILLS?
• Valuable, relevant information, real-
time, right in the palm of your hand,
all in one place.
• Genesis runs at the minimum
bandwidth of data (2G), since Tier 2
and 3 cities, have network issues.
• Genesis occupies minimal storage
on the phone, so as not to
inconvenience the user’s technical
limitations.
• Genesis is a device to optimize and
personalize knowledge that its users
are interested in and deliver quickly.

18. AS A BRAND

19. WHAT IS GENESIS’
BRAND
DIFFERENTIATION?
• The very fact that Genesis is
targeting a segment of the market
that has been untouched by such
a concept before, makes it
different.
• Establishing its hold on the
segment with features likely to
attract like – Translators, Fortune-
Teller etc.

20. WHAT IS GENESIS’
FOCUS?
WHAT SORT OF OUTCOME DOES
SHE DESIRE?
• MAXIMUM EYEBALLS. MAXIMUM
USER BASE. MAXIMUM ACTIVITY.

21. BEHIND THE SCENES – WHAT DOES IT TAKE
TO GET HER RUNNING?
Genesis is designed to be launched in both, Android and IOS versions. Her main expenditures
come from –
• Laptops, power and other hardware.
• Software that’s not free
• Salary of the developers.
• Office space
• Miscellaneous charges
• Buying API services for the live news feed service.
ROUGH TIMELINE OF COMPLETION:
• The project could take anytime from 6 months to a year, to complete.
• And it would be another 6 months after its launch that the revenue stream would actually
break even.
• Therefore, the gestation period is around 18 months in all.

22. GENESIS’ PRICING STRATEGY
• The fact that makes Genesis
most appealing to her users and
puts her on the map is that – HER
SERVICES ARE FREE.
• There is no premium pricing
strategy.

23. Genesis takes after Google in this – HER MAIN SOURCE OF REVENUE
IS THROUGH HOSTING ADVERTISEMENTS.
SO WHAT IS GENESIS’ MAIN STREAM OF
REVENUE?

24. WHAT ARE THE MARKETING
CHANNELS FOR GENESIS?

25. GENESIS MUST
HAVE A MAIN
WEBSITE THAT
EXPLAINS THE
DETAILS OF THE
APP

26. GENESIS MUST HAVE A
PROMOTIONAL LAUNCH
VIDEO ON YOUTUBE

27. GENESIS MUST BE ACTIVELY MARKETED ON ALL SOCIAL NETWORKING SITES.
ESPECIALLY IN GROUPS RELATED TO ENTREPRENEURSHIP AND DEVELOPMENT.
Chat apps like WhatsApp provide more
personalization while others provide
mass publicity.

28. GOOGLE ADS

29. OPTIMIZATION
OF SEO AND
SEM

30. NEWSPAPERS AND POSTERS IN TARGETED TIER 2 AND TEIR 3 CITIES

31. TECHNICAL MAGAZINES OR
MAGAZINES WITH GOOD
REACH THAT CAN REVIEW THE
APP

32. GENESIS SHOULD
HAVE HER OWN
BLOG OR BE
PITCH-REVIEWED
BY REKNOWNED
TECHNICAL
BLOGGERS

33. JOINT PROMOTIONS
WITH THE
GOVERNMENT OR THE
COLLABORATOR
PARTNERS

34. DISTRIBUTION
DESIGN FOR GENESIS
• Genesis will be made available in
both Android app stores like – Google
play store etc.
• And also, its IOS version will be made
available in iStore.
• This way Genesis makes sure that it is
prepped to reach maximum people.

35. BASED ON
WHAT METRIC
WILL GENESIS
GET
EVALUATED?
GENESIS’ PERFORMANCE EVALUATION
WILL BE DONE BASED ON THE NUMBER
OF EYEBALLS THAT THE APP HAS
RECEIVED IN A PARTICULAR TIME-FRAME.

36. WHAT IS THE
FUTURE OF
GENESIS?
Genesis should aim to become
the one, unique singular
platform to connect
entrepreneurs throughout the
country.