This is a marketing presentation for a music learning community based app, Frettknot.

1. FRETTKNOT

2. Executive Summary
• Situation Analysis
• Goal
• Strategy
• Collaborators
• Tactics
• Pricing
• Implementation
• Evaluation

3. Situation Analysis

4. The product aims to provide a
sense of belongingness for all
the music lovers and people
who aspire to enjoy music for
themselves.
Companies core
competencies lies in it’s
ideas put forward for the
development of the app.
Company Overview

5. Market Overview
• People aspiring to develop a new field of interest
but could not reach out to a teacher.
• Mostly those who are in schools or colleges.
• People busy in their hectic jobs.
• Those who are interested yet have less access to
free time and devote that to learn any
instrument

6. Target Customers
Mainly the student section i.e. people
studying in schools or colleges, and also
those who are busy in their jobs who
mainly don’t have access to much free
time so that they can personally go to
teacher to learn a particular
instrument.

7. Goal
Goal for the app will be to reach out to the music
instrument aspirants and act as a crutch in their learning
process.
This app aims to be a big part of the musical world of
youngsters.

8. Strategy
Learning a music instrument
brings you closer to music as it
can help in many ways like
stress relieving, improving
concentration and etc.
Music is one of the basic
source of entertainment
as well relaxation after a
long tiring day.

9. This app basically provides a
platform for people who are too
busy (most of the people
nowadays), and help them
develop a new healthy hobby
and get close to the blissful
world of music.

10. Collaborators

11. This app would heavily
depend upon the musicians as
they will provide with the
different notations for
respective instruments and
also with the music theory
related to them.
Also, the idea is to
collaborate with local bands
and artists, with them
creating a video explaining
different types of lessons
and other details to be
followed for learning the
particular instrument.

12. The competition has already
remained in the market for a
long time.
With the minute difference in
services, there may be very few
difference between the
competitor and us.
But a single drop of
difference can
produce ripples to
shake the market as
whole.

13. Playing an instrument is great talent,
recognised by almost everyone.
On top of
that,
playing
a guitar
is almost
always
consider
ed to be
very
cool and
hip.

14. This app helps people
along the way to adjust
in a social environment
where people get
recognised for their
uniqueness among the
crowd.
This app is a very
cool way to get in
to learning any
instrument and
learn from the
professionals
directly.

15. Value Proposition
Customer Value
The app offers different notations, like chords, tabs for beginners who are
inclined towards learning new instruments.
The premium version of the app offers video explanations on how to and
common mistakes that people usually make during learning and some
tricks and tips on improving your skills.

16. Collaborator Value
Since this app will be aiming
to reach out to a number of
people via Google Play, a
global app platform,
through this app, local
artists may be able to get
recognised in other places
also other than own town.
This idea can be
mutually beneficial
for both the parties

17. Local artists often face a
problem in getting recognised
for their talent, in spite being
exceptionally talented in their
respective musical field.
In return, we ask them to
provide us with
educational videos and
bits of their performance
to inspire the beginners to
continue learning, to be
put up in the app for the
premium version and an
acknowledgement for us,
during the shows they
perform locally or
anywhere.

18. Tactics
Product
The most appealing thing for the app
would be the basic tutorials provided by
aspiring local artists who can provide the
basics and tutorials for better learning,
and also simultaneously providing them
with some popular song notations to
grasp their interest, so that they may be
inclined to again reach out to the app to
learn more.

19. This app will also have a
discussion platform where the
users can put up their doubts
and requests for any particular
music theory or notations, in
general or for any particular
song.
The discussion platform would
be a bit similar to the already
existing app “Quora”.
The users answers would be
rated and points gained for
every participation

20. The concept of followers for users as well as
the artists would take forward the app in to
a kind of social media platform, which
would help us to create a sense of
familiarness for the user and make people
relate to it.

21. Price
The app would be available in
two versions:
• Free Version
• Premium Version

22. Premium version would, at a
very meagre cost of ₹8 or
$0.125 per month, would
provide access to the users to a
whole new community of
musicians and aspiring artists
who would be some local, maybe
familiar faces as well lessons
from them.
The free version would
provide users with simple
tabs and other basic
notations usually needed for
learning an instrument.

23. The users for many of
our competitors have
many issues regarding
the hidden payments,
such as in app usage
charges, in app
advertisement removal
charges etc.
All of these features
would already exist
in the Premium
Version of our app,
with no extra hidden
costs.

24. Implementation

25. Since the app would be a
kind of community or a
social media platform for
music aspirants, the
artists would be assigned
an official page, as
usually done for in all
other social platforms.
They would
post the
materials and
videos via these
accounts

26. The payment would be
made through secure
bank payment
gateways, or via digital
wallets such as Paytm,
Mobikwik

27. Regarding the payment for artists, bands etc.
Since the app’s Premium
version is kind of a social
platform with people
following their favourite
artists and their work.
After an artist reaches 1000
followers to their account, a
royalty of 1% could be paid to
them, and similarly for
10,000, 6% in cash and
stocks.

28. Because of the menial cost paid for
the Premium version, users are
likely to get the Premium version
and join the community.

29. Evaluation
• The traffic produced during their
operation by free as well as premium
users
• number of registered users
• active users participating in the
forum

30. Disclaimer
Created by Manish Gandhi, BIT Mesra,
during a Marketing Internship by Prof.
Sameer Mathur, IIM Lucknow