Novedge aims to provide customizable phone themes, wallpapers, ringtones, and features through a freemium mobile app. It will allow users to customize their phone experience and purchase content from independent artists. Novedge plans to launch its app within 3 months and reach 500,000 users in the first month through targeted marketing at millennials. It will generate revenue from ads, premium subscriptions, and commissions on sales through its platform.

1. NOVEDGE
MARKETING PLAN

2. EXECUTIVE SUMMARY
•Users are continuously trying to change the look
and feel of their phones.
•They want trendy designs, new experiences and
customized content.

3. EXECUTIVE SUMMARY
•Novedge aims to provide a rich environment
for users to find themes, wallpapers, ringtones,
widgets, features, extra settings etc.
•Customers can customize these features and
settings according to their needs.

4. EXECUTIVE SUMMARY
•Novedge works on a freemium model. Free users
get basic content with ads, while premium
members get unlimited content without ads.
•Free users can avail customized content only 5
times, while there is no such restriction on
premium users

5. SITUATION ANALYSIS

6. COMPANY OVERVIEW
•Novedge’s core competencies are innovation and
execution.
• Our strengths lie in our product offerings and
user experience.

7. COMPANY OVERVIEW
•Novedge aims to provide customizable themes,
designs, layouts, templates, widgets, features
etc. through a rich user interface that is simple
and easy to use.

8. COMPANY OVERVIEW
•Apart from in-house products, Novedge will be a
platform for artists, musicians, designers and
programmers to showcase and sell their work.
•The company will have 100% profit margin on in-
house products and 40% of the net profit on
external-product sales through the platform.

9. SITUATION ANALYSIS – COMPANY OVERVIEW
•The company will be following a freemium
model.
•Keeping in line with the competition, Novedge
will be moderately priced for premium members

10. SITUATION ANALYSIS – MARKET OVERVIEW
•The target market segment for Novedge is the
millennial generation, i.e. people in the age
group 17-39 as of 2017.
•At present the main competitors to Novedge are
Nova-launcher and Zedge.

11. SITUATION ANALYSIS – TARGET CUSTOMERS
•The target customers for Novedge include
millennials i.e. people in the age group 17-39.
•A small portion of Generation X will also form
the target market for Novedge.

12. GOAL
•Novedge aims to reach 500,000 users within the
first 30 days and 3 million users in the first year.
•The company aims to breakeven in the first FY
from ad revenues and premium purchases.

13. STRATEGY – TARGET MARKET
Customers
•Customers would be millennials who are
technologically inclined.
•Apart from millennials the company will also
focus on Gen X customers to some extent.

14. STRATEGY – TARGET MARKET
Collaborators
•The collaborators include designers, artists,
musicians, programmers, app-stores, web-
hosting services etc.
•The company will rely on 3rd party businesses for
outsourcing ancillary products and create core
offerings internally.

15. STRATEGY – TARGET MARKET
Company
•The company core team will consist of the
Founder-CEO, Technical Head - CTO and
Marketing Head - CMO.
•Equity will be shared amongst the core team
after VC shares and ESOPS.

16. STRATEGY – TARGET MARKET
Competitors
•Existing competitors include Launcher apps like:
Nova Launcher, Apex Launcher, Google Now,
Hola Launcher etc.
•In the wallpaper and ringtone segment Novedge
faces competition from Zedge, Mobile9, Cellsea,
Audiko etc.

17. STRATEGY – TARGET MARKET
Context
•It is estimated that by 2025 there will be 4.7
billion Internet users worldwide, out of which
2.87 billion would be smartphone users.
•Thus the mobile app market is going to grow
extensively and is valued to become USD 101
billion by 2020.

18. VALUE PROPOSITION
Customer value
•Customers get exclusive themes, wallpapers,
ringtones, features, widgets etc. They have the
opportunity to customize the content available to
them.
•Novedge provides a platform to buy themes,
wallpapers, ringtones etc. from artists and designers.
They can directly interact with artists and designers.

19. COLLABORATOR VALUE
•Artists, musicians and designers can showcase
their talent online. They can directly interact
with prospective buyers and provide custom
designed content for them.
•Programmers can create features,
functionalities, widgets, extra settings etc. and
sell them through Novedge.

20. COMPANY VALUE
•Novedge aims to hire 50 employees in the first
30 days, in marketing, development, design and
IT profiles.
•Since the company drives its growth from
innovative design and technology, significant
investment in R&D is required. This cost is
recovered from ad revenues and premium
purchases.

21. TACTICS

22. PRODUCT
•The product will feature separate tabs for
wallpapers, themes, designs, launchers,
ringtones etc.
•Each tab will have in-house and sponsored
listings interspaced with ads.
•Premium customers will have a tab for designer
interaction that allows them to customize their
content.

23. SERVICE
•The platform will work as a market place for
designers, musicians, programmers etc.
•Customers can choose from a wide variety of
reliable products that have been tested
internally by Novedge
•Sellers can use the platform as a single window
to a large user base that is technically inclined.

24. BRAND
•Novedge derives its name from Nova and Zedge
its two major competitors in the market. But it
also signifies innovation and technology and
implies a “new edge”.
•The company slogan would be “Innovation
everyday” which is in tune with the market
position and brand equity that the company
aims to achieve.

25. PRICE
•Novedge will follow a freemium model. Basic
services and 5 free customizations will be
offered to users, post which they will have to
become premium members to avail
customization services.

26. PRICE
•Premium members will have to pay $2.99 for a
yearly subscription and will be able to remove all
ads.
•The price is competitive compared to Nova
Launcher which charges $4.99 for premium
services.

27. INCENTIVES
•For the first 30 days post launch, premium
services would be offered at $0.99. These users
will be able to buy a 5 year membership at
$3.99.

28. INCENTIVES
•Novedge will provide premium memberships for
user referrals and monetary returns for seller
referrals.
•For the 1st year sellers can register and sell
products on Novedge for free without any fee.

29. COMMUNICATION
•The key channels of communication would be
the company website, its social media channels,
newsletters, emails etc.
•All important updates would be messaged to
users through the app and users can subscribe to
mails from Novedge.
•Customers can contact Novedge through the app
via chat.

30. DISTRIBUTION
•The app would be listed on prominent app stores
like Google Play Store, Apple App Store, Amazon
App Store, Jio App store etc.
•Apart from these sources the .apk file would be
available fro download from the Novedge
website.

31. IMPLEMENTATION

32. INFRASTRUCTURE
•The core team would be in-charge of all
operations. The CTO would be leading the app
development and design.
•The CMO would handling the product marketing
and the CEO would be supervising the company
operations and handling finance.

33. INFRASTRUCTURE
•Initially servers will be purchased by the
company to launch the app and subsequently
data centers will be set up for expansion.
•The company will work with designers,
musicians, artists etc. to create customized
content

34. PROCESSES
The business processed involved are :
•Idea Management
•Specifications
•Road mapping
•Prioritization
•Delivery
•Analytics & Experiments
•Customer Feedback

35. SCHEDULE
•The development phase would involve app
development, alpha and beta testing stages.
During this period content like wallpapers,
ringtones, themes etc. will be produced in-
house.
•The development phase would take 3 months
during which the collaborators will be trained
customizing content based on user needs.

36. DISCLAIMER
•This presentation was created by Karthik Prasad,
BITS Pilani Goa, as part of a marketing internship
under Prof. Sameer Mathur, IIM Lucknow.