This is a marketing plan for my app; created as a part of my internship under prof. Sameer Mathur, IIM L

1. MARKETING PLAN
for
an APP

2. MARKETING PLAN
FOR AN
ANDROID APP

3. EXECUTIVE SUMMARY
• Developing and marketing a travel app: “EXPLORENCIA: explore with ease”
• Offers four unique features and differs from its rival app “Triposo”
• It is a “freemium” app and offers its unique features for 3.6 USD
• Uses “Tappx” for free promotion and offers incentives for first 500 downloaders
• Communication platforms: facebook groups, reaching out to bloggers
• App distribution methods: distribution through marketplace & distribution by e-
mail

5. •‘Explorencia’ is a travel app designed to make travel
easy and hassle-free.
•It is a ‘freemium’ app, it offers many features like the
free offline travel guide of the preferred destination
which contains maps, routes, cultural info, food options,
currency converter etc..

6. Who are
the target
customers?

7. Enthusiastic explorers Leisure travellers
Business travellers

8. WHO ARE THE
COMPETITORS?

10. •‘Triposo’ is a travel app that provides offline maps,
routes & city walks; it also offers currency converter and
weather forecasting.
•It is a core competent in the travel app market & it is
free to download; and also offers some in-app
purchases.

11. DEFINING EXPLORENCIA’S VALUE
PROPOSITION FOR TARGET CUSTOMERS

12. •GPS NAVIGATION
•OFFLINE ROUTING & CITY WALKS
•OFFLINE MAPS WITH SPECIAL
ATTENTION TO IMPORTANT PLACES

13. DETAILED INFO ABOUT THE TOURIST
ATTRACTIONS AROUND THE WORLD

14. WEATHER
FORECAST

15. CURRENCY
CONVERTER

16. Airport &
Airline reviews

17. FLIGHT & HOTEL
BOOKINGS

18. KEY ATTRIBUTES UNIQUE
TO “EXPLORENCIA”
1. Speech recognition &
instant translation
2. Multiple foreign
language text translator
3. Detailed info about
indigenous food items
4. GPS Path tracker

19. WHAT IS TEXT TRANSLATOR?

20. “TEXT TRANSLATOR”: translates foreign language
text instantly when the camera is focused on it

21. WHAT IS SPEECH RECOGNITION
AND INSTANT TRANSLATION?

22. “SPEECH TRANSLATOR”: translates spoken language
instantly into the desired foreign language and
outputs it. The local’s reply will be translated to the
original language instantly, helping the tourist
understand the response, thus reducing the
communication gap

23. WHAT IS GPS PATH TRACKER?

24. “GPS PATH TRACKER”: when embarking on an
exploration in a forest, desert or on an island, one
can use “Explorencia” to track the path to avoid
getting stranded in the middle of the forest or the
desert.

25. Info about nearby food options with an additional
feature: displays the info of the indigenous food
items along with pictures, when the camera is
focused on the name of the food item

26. IS ‘EXPLORENCIA’ A APP?

27. NO, IT IS A APP

28. WHAT IS
“FREEMIUM”?

30. WHAT ARE THE FEATURES AVAILABLE FOR FREE ?
AND
WHAT ARE THE FEATURES TO BE PURCHASED?

31. FREE FEATURES
1. Offline guides(maps, routes etc.)
2. Currency converter
3. Weather forecast
4. Detailed info about tourist attractions
5. Airport & Airline reviews
6. Flight & hotel bookings

32. PREMIUM FEATURES
1. Speech translator
2. Text translator
3. GPS Path tracker
4. Detailed info about indigenous food items
when name of the item is focused using a camera

33. WHAT IS THE PREMIUM PRICE?

34. THE PREMIUM UPGRADATION
PRICE IS $ 3.6

35. HOW DO WE PROMOTE OUR
APP’S OFFERINGS?

37. Tappx is a community of mobile app
developers that get promotion for free, by
exchanging ads between them. You earn
credits for each ad showed in your app and
invest those credits when other apps show
advertisement to promote your app.

38. PLATFORMS FOR
COMMUNICATING OUR APP’S
OFFERINGS

39. CREATING A FACEBOOK GROUP: forming a
group for people with common interests
related to our app’s niche so they can meet
& socialize regularly

40. CONTACTING BLOGGERS: identifying
bloggers who would write on niche’s that
relate to our app

41. INCENTIVES

42. PROMOTIONAL OFFER: promotional
pricing of $ 0.99 on premium features for
first 500 customers

43. HOW DO WE DISTRIBUTE
THE APP?

44. DISTRIBUTING THROUGH AN APP
MARKETPLACE: for Android apps, distribution
can be done through marketplaces such as
Google Play, Codengo, AppBrain, SlideMe,
Appia, AppsLib

45. Distribution by e-mail: an easy and quick
way to release our app is to send them to
users by email. To do this, we prepare the
app for release, attach it to an email, and
send it to a user. When the users open our
email on their Android-powered device, the
Android system recognizes the APK and
displays an Install Now button in the email
message. Users can install our app by
touching the button.

47. RECAP
• Executive summary
• Introduction to “Explorencia” and identifying its target customers
• Intro to Triposo(rival app) and its features
• Unique features of “EXPLORENCIA”
• Detailed explanation of our app’s features
• Free & premium features
• Promotion & distribution channels; incentives