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Marketing Plan
Hello!
I am Swapnil Goyal
Executive summary
SmartPowerVilla (SPV) is a smart-up providing “home
intelligent technology” by monitoring connected load...
Analysis of current
situation
Market Analysis
Geographically: New Delhi
Business Sectors: Mobile based app.
If we can transfer peak load to other parts of day,
we can avoid a whole new plant to run (saving crores) !!!
Some tricks to amuse customers: subsidy for using less
Successful
Is There a Demand
for Digital Smart Home/
Energy Saving products?
Importance of Home Energy Services
Source: Accenture Spring 2014
7
30
39
24
Very Important
Important
Not very important
No...
What Customers expect from Energy Provider?
Along with a smart meter, Percent
Source: Accenture, Survey
8
13
15
27
31
41
4...
What we offer
 smartPowervilla will offer smart solutions for
optimizing electricity consumption in the capital city,
New...
Needs/ Wants
Consumer side:
1. Reduce Bills.
2. Active monitoring and easy switching on and off
3. Avoid overloading
Produ...
Place hhyour screenshot
here
 Set your dalily targets.
 Set daily target of each appliance.
 Show electricity prices fo...
Market Segmentation
 Domestic consumers
+
 Industrial consumers
They hardly
bother for
power
savings
More than 60% consu...
Goal
Company’s goal is to establish its brand in top
5 metro cities of India by earning a net profit
of Rs 10,000,000 by t...
Once underway we will expand our scope and take advantage of
high margin new equipment sales and leverage our existing
lab...
Strength
• First movers advantage
• Innovative product
• Easily to operate
• Power cuts will be drastically reduced as
pea...
Tactics
Product-Service-Brand-Price-Incentives-Distribution
Product & Service
SmartPowervilla will -
◇Monitor connected load and helps in
optimizing electricity consumption
◇Automati...
Free Features
◇Devices online and their consumption.
◇Future rates of Electricity consumption adjusted
by power companies....
Brand
The name “SmartPowerVilla - “doorway to a smarter
home” is exactly described by its logo.
Logo has following element...
Incentive
Team up with an associated
business to offer reciprocal
discounts
Bill Forecasting to allow them to
see their pr...
Financial Projection
SmartPowerVilla expects to earn a modest profit by 3rd year based on
projection sales. Our assumption...
Price
Application : Free with all free services mentioned
above.
Paid Services:
1. Charging Companies on basis of number o...
Yearly sales forecast
5.4
In west Delhi,
Projected No. Interested Customers = 10000
Payment from companies = Rs 50 per ...
Infrastructure-Processes-Schedule
Control Bodies
-Marketing manager
-R&D manager
-Production manager
-Finance manager/ Accountant
Control tools
Based on “Ma...
Organisational Structure
Electronic
Communication
(E-Mail, Chat...)
Problem“Personal face to
face communication”
Team Structure
Asymmetric Communication Patterns Symmetric Communication Patterns
Unproductive Team Productive Team
Processes
• Get all collaborators, partners and government on board for
Implementation.
• Standardising the appliances‘ se...
Control by milestone
4.3
What Who When Cost
Software
development
Software
developer
6 Oct- 5
Jan 2017
Rs 250,000
Staff tra...
Thanks!
These slides were created by
SWAPNIL GOYAL
(IIT KANPUR)
as part of an internship
under the guidance of
Prof. SAMEER MATHUR...
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Smart powervilla

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Smart powervilla

  1. 1. Marketing Plan
  2. 2. Hello! I am Swapnil Goyal
  3. 3. Executive summary SmartPowerVilla (SPV) is a smart-up providing “home intelligent technology” by monitoring connected load and is located in west Delhi. SPV expects to catch the interest of a regular loyal customer base with its innovative and cost-effective services. SPV plans to build a strong market position in the city as a part of its first-mover’s strategy and expects to achieve net profit of Rs 10,000,000 by the end of 2018. It aims to offer its services to both electricity consumers and electricity producers.
  4. 4. Analysis of current situation
  5. 5. Market Analysis Geographically: New Delhi Business Sectors: Mobile based app.
  6. 6. If we can transfer peak load to other parts of day, we can avoid a whole new plant to run (saving crores) !!!
  7. 7. Some tricks to amuse customers: subsidy for using less Successful
  8. 8. Is There a Demand for Digital Smart Home/ Energy Saving products?
  9. 9. Importance of Home Energy Services Source: Accenture Spring 2014 7 30 39 24 Very Important Important Not very important Not important at all How important are services allowing you to manage selected energy settings in your house, e.g. change heating/AC levels via smartphone/tablet at home or when you are away (Answers in percent, 1504 respondents)
  10. 10. What Customers expect from Energy Provider? Along with a smart meter, Percent Source: Accenture, Survey 8 13 15 27 31 41 45 58 0 10 20 30 40 50 60 70 Social Games to compete with… I would not expect additional… Enhanced Customer service Increased functionality on Web and… Automated home energy… Early notifications when my bill… Personalized advice on products…
  11. 11. What we offer  smartPowervilla will offer smart solutions for optimizing electricity consumption in the capital city, New Delhi.  Our prime strategy is to distribute peak load to reduce generation cost and distribute benefit to customers with differential pricing based on time of usage.  We will develop a mobile based application which can help customer in controlling heavy load appliances
  12. 12. Needs/ Wants Consumer side: 1. Reduce Bills. 2. Active monitoring and easy switching on and off 3. Avoid overloading Producer side: 1. Reduce peak load demand and optimize power distribution. 3. Transmitting warnings and messages to consumers.
  13. 13. Place hhyour screenshot here  Set your dalily targets.  Set daily target of each appliance.  Show electricity prices for next 24 hours.  Set timer for each appliance  Help in optimising relaying of devices.  Provide distant control on devices via smartphone Features
  14. 14. Market Segmentation  Domestic consumers +  Industrial consumers They hardly bother for power savings More than 60% consumption by -
  15. 15. Goal Company’s goal is to establish its brand in top 5 metro cities of India by earning a net profit of Rs 10,000,000 by the end of 2018.
  16. 16. Once underway we will expand our scope and take advantage of high margin new equipment sales and leverage our existing labor force to sell and service those products. Within three years we intend to expand our scope to the four major metropolitan cities of India- New Delhi, Mumbai, Bangalore and Chennai
  17. 17. Strength • First movers advantage • Innovative product • Easily to operate • Power cuts will be drastically reduced as peak load will be distributed to lean times. Weakness very little interaction with consumers Premium features are somewhat costly Opportunities •To make it compatible with all O.S. •Viable energy saving mechanism in all metro cities of India •Potential exponential increase in smart electrical devices in next 5 years Threats Future competitors Fast changing technology SWOT Analysis2.2(c)
  18. 18. Tactics Product-Service-Brand-Price-Incentives-Distribution
  19. 19. Product & Service SmartPowervilla will - ◇Monitor connected load and helps in optimizing electricity consumption ◇Automatically switch on and off as electricity rates vary to minimize electricity bill. Mobile based application synchronized with company’s sensor fitted in electric circuit
  20. 20. Free Features ◇Devices online and their consumption. ◇Future rates of Electricity consumption adjusted by power companies. Premium features ◇Automatically limiting the power when rates increases. ◇Intelligent solutions for relaying various instruments like Heater, Washing machine etc.
  21. 21. Brand The name “SmartPowerVilla - “doorway to a smarter home” is exactly described by its logo. Logo has following elements- ◇House made up of wire showing smart home) ◇A green color bulb and plug at the end symbolizing power
  22. 22. Incentive Team up with an associated business to offer reciprocal discounts Bill Forecasting to allow them to see their projected bill. Energy Saving Tips to reduce their energy use. Distribute 1% net profit as bonus presenting employees with a certificate of achievement For Customers For Company personnel GENCO :like NTPC for better utilization of their existing capacities DISCOMS: Like BSES or state Electricity boards for reducing power cuts drastically. Banks: To provide Payment platform For Collaborators
  23. 23. Financial Projection SmartPowerVilla expects to earn a modest profit by 3rd year based on projection sales. Our assumptions are based on following assumptions -  Initial growth will be moderate as we establish awareness in the market.  Initial equipment purchase will stay in service for an average of four to five years. After that begin investing in “new equipment” to repair damaged product  Initial marketing cost high but after that marketing cost would not exceed 14% of sales.  Residual profit will be reinvested in expanding the product and services.
  24. 24. Price Application : Free with all free services mentioned above. Paid Services: 1. Charging Companies on basis of number of Users. 2. Charging 10% of the money saved, calculated in comparison to average day price of Electricity from payment platform accounts like PAYTM.
  25. 25. Yearly sales forecast 5.4 In west Delhi, Projected No. Interested Customers = 10000 Payment from companies = Rs 50 per user Projected Average saving in each household = Rs 500 Average Payment from each household = 10% of Rs 500 = Rs 50 Total Income per month = 50*(10000) + 50*(10000) = Rs 10,00,000 Annual Turnover = 10,00,000 *12 = Rs. 1,20,00,000
  26. 26. Infrastructure-Processes-Schedule
  27. 27. Control Bodies -Marketing manager -R&D manager -Production manager -Finance manager/ Accountant Control tools Based on “Management by objectives” we recommend to rely on satisfaction surveys and statistical reports.
  28. 28. Organisational Structure Electronic Communication (E-Mail, Chat...) Problem“Personal face to face communication”
  29. 29. Team Structure Asymmetric Communication Patterns Symmetric Communication Patterns Unproductive Team Productive Team
  30. 30. Processes • Get all collaborators, partners and government on board for Implementation. • Standardising the appliances‘ sensors and their frequencies by contacting major manufacturers of Electrical appliances in accordance with ISI guidelines. • Trial with limited customer base and providing all services for free initially • Incentivising the new customers with discount on bill for downloading the application with free premium services for 1 month • Collecting reviews and continuously improving.
  31. 31. Control by milestone 4.3 What Who When Cost Software development Software developer 6 Oct- 5 Jan 2017 Rs 250,000 Staff training Manager teacher 10 Jan- 10 Feb Rs 300,000 Marketing Marketing Manager 10 Feb- ……. Rs 700,000
  32. 32. Thanks!
  33. 33. These slides were created by SWAPNIL GOYAL (IIT KANPUR) as part of an internship under the guidance of Prof. SAMEER MATHUR (IIM Lucknow)

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