The above presentation was made under guidance of Prof. Sameer Mathur as part of IIM Lucknow Internship

3. Overview
• House Fix is an app which exclusively connects customers with the
professionals in service and repair field of works.
• In today’s smartphone generation it is very difficult to find
professionals who are reliable and good at their work. Hence, this app
helps the customers to browse and select the professional they want
for their work from a list of trusted professionals.

4. Overview Cond
• The app charges a nominal commission of 10% for the first $2 of work
and 5% from every dollar after that from the professional.
• Every complaint is registered in a database and are attended priority
wise.
• The transactions happen through liquid cash so as to facilitate easy
transactions for middle and lower class people.

5. Goal
• The goal of the app is to provide a reliable service to middle and
lower class people in India at a nominal charge.

6. Proposed course of action
• The details of various professionals in fields of plumbing, carpentry,
electrical services, electronic services and welding, etc. are collected
by a set of people using their contacts in various areas.
• These details are uploaded into a database and the database is made
available to customers through app.
• The customers can rate and review the professional’s service through
the app.
• The customers get to select their professional based on the reviews
and ratings. This way, both customer and Professional can be
benefited.

7. Proposed course of action Cond
• Customers have an option of sending message or directly contacting
the professional
• The customer can find the professional easily and the professional
need not search for jobs all around.
• The prices are fixed and a tariff card is shown in the app. For ex:
Replacing shower head- $1, Servicing a PC- $10. This prevents the
professional from fooling customer with unnecessary rates.

9. Company Overview
• The company can efficiently get the details of the Professionals due to
a good network of contacts in various housing societies, slums, gated
communities etc.
• The company, with its simple payment method, will be advantageous
when compared with other companies which use PayPal for
transactions.
• The company’s premium app offers service in less than 12 hours after
the complaint has been registered. (Usually 1-3 hours)

10. Marketing Overview
• The current customers are the middle and lower class people of India,
the business can also be expanded to the higher class people by
providing an alternate mode of payment (PayPal) to them which is
convenient to them.
• The major competitor of HouseFix is UrbanClap.

11. Marketing Overview Cond
• UrbanClap conducts its transactions through PayPal, which most of
the middle and lower class people don’t even know about. That gives
us an edge on UrbanClap because we arrange transactions through
Liquid cash.
• The company definitely has many opportunities in market due to low
competition. Once it establishes itself as a brand in minds of people,
the growth of company in inevitable.
• The company has a major threat from UrbanClap. If UrbanClap
realizes it’s weakness i.e transaction problem and if it introduces the
liquid cash transaction method, we will loose the edge on the
company.

12. Target Customers
• The company mainly targets the Lower and Middle class people of
India who has access to smartphones and Internet.
• They are the main target because they are many in numbers and most
of them down know about the competitor company, UrbanClap.

13. Goal
• The goal of the company is to provide a reliable customer service and
establish itself as a major brand in current society.
• Initially, the income might be very less, but gradually if people know
about the app, the income will increase.
• The main target is to achieve at least 20,000 transactions per month
from various metropolitan cities in India by the end of 3 years of
establishment of the company.
• As there is almost very less investment in this company, high net
income is expected at end of 3 years. Approximately 1 million dollars.

15. Target Market
• The people who use the app are mainly people who have a active
mode of income and people who have very less time to search for
professionals who can do their works.
• The Company fulfills the requirement of customer with just a simple
touch of screen and a little patience.

16. Collaborators
• The company can collaborate with youth with good communication
skills in local languages. This way, it can provide employment to
unemployed youth and get benefit from them at the same time.
• The development and maintenance of app requires 1 or 2 software
professionals who can be employed for fulltime in company
• The company would require people to spread out the word about the
app and its uses. They can be hired on part time basis and can be paid
on hourly basis.

17. Company
• The company in divided into three simple units.
1. The managers
2. The technical team
3. Ground Team.
• The managers will manage the who company efficiently and look into
the accounts and transactions happening through the app.
• The technical team is responsible for development and maintenance
of app and it’s servers.
• Ground team is responsible for the marketing and publicizing the app
all around the city.

18. Competitors
• UrbanClap provides similar user experiences, but instead it doesn’t
give the customers option to choose the professionals. It asks few
questions and assigns professionals based on the requirements of the
customer.
• It also offers a wide range of services like Guitar teachers, Yoga
instructors and computer experts along with the professional house
fixing services.

20. Customer Value
• The customers get to make easy transactions through liquid cash.
• A simple user experience with good illustrations will make it easier for
the uneducated or low educated people to access the app.
• The app will be made available in local languages making it the first
app to do that in this market. It will be very helpful for local
uneducated people.

21. Customer Value Cond
• By referring the app to their friends, the customers can get services
worth $5 free.
• If customer is not satisfied with the work, another professional will be
sent within 2 hours of time to fix the problem and no fee is collected
from customer.

22. Collaborator Value
• The youth with good communication skills will be given $5 per hour
of the work they do. The work is constantly monitored and bonuses
will be offered if they get more contacts.
• The company would require people to spread out the word about the
app and its uses. They can be hired on part time basis and can be paid
on hourly basis.

23. Company Value
• The company personnel will get free 3 services of worth $10 each
every month.
• The Managers and technical team will get a percentage of profit in
the company. There is no fixed pay as such.
• The ground team will be paid based on the publicity done by them i.e
number of places visited and number of contacts fetched by them.

25. Product and Service
• The service is to be uncompromised in quality and efficiency.
• The service is offered in local language through apps so that even the
uneducated people with smartphones can have access to app
• The App offers transactions through liquid cash which is the most
common mode of money transfer.

26. Product and Service Cond
• The customers get a trusted professional for work and the service is
uncompromised is terms of quality.
• There is a guarantee to customer that if the service done is not
proper, the next service is free of cost and made sure is efficient.
• The customers have an option of choosing professionals and rate
them.

27. Brand
• The name “HouseFix” suggests the services offered. i.e. fixes in
houses which require immediate attention.
• The logo has a house with a hammer symbol instead of “H” in house
fix which makes customers to easily understand the concept of the
app.
• The Slogan “Your Professional House Fixer” suggests that professional
service is offered to customers.

28. Price
• There will be a base charge for consultation of professional.
• The expenses for the spare parts should be kept by the customers.
• The pricing is fixed based on difficulty and time taken to provide the
service.
• The prices range from $1 to $20.
• The professional will be charged 10% for first $2 and 5% for every
dollar after that.

29. Incentives
• The customers are given services worth 5$ for free when they refer to
a friend or a relative.
• The company employees will get free 3 services of worth $10 each
every month and free meals are provided while working.
• The youth with good communication skills will be given $5 per hour
of the work they do. The work is constantly monitored and bonuses
will be offered if they get more contacts.

30. Communication
• The main source of communication to customers is through the
ground team which mainly focuses on publicity and finding contacts.
• The customers can also be communicated to referral network.
• The job offer is communicated to collaborators and company
personnel through social networking sites likes facebook and online
job sites. Traditional media like newspapers can also be used to get
creative staff.

31. Distribution
• The app is mainly distributed through app stores like Google Play and
Itunes store.
• An .apk file is also released online in freeware sites so that people can
download and install them manually.
• Information regarding the app is described in the information section
of the app stores.
• A QR code shall be assigned to the app so that people can directly
scan it from news papers and online ads and download it.

33. Infrastructure
• The company in divided into three simple units.
• 1. The managers
• 2. The technical team
• 3. Ground Team.
• The managers will manage the who company efficiently and look into
the accounts and transactions happening through the app.
• The technical team is responsible for development and maintenance
of app and it’s servers.
• Ground team is responsible for the marketing and publicizing the app
all around the city.

34. Infrastructure
Manager
Technical
Team
Ground Team

35. Process
• There are three main processes involved in company.
• 1. Management
• 2. Software Development and Maintenance
• 3. Ground Work.
• The management efficiently manages the work and schedule done at
company. It also looks into the accounts and transactions through app.
• The software development and Maintenance work on developing the app
and maintain it.
• The ground work does all the publicity and contact fetching work.

36. Process
Management
Software
Development and
Maintainance
Ground work

37. Schedule
• The app development and publicity should be done all the same time.
• 1 week is given for app development and another week for testing its bugs.
• The ground team shall work at least 8 hours per day till a minimum traffic
of 2000 customers is achieved on app.
• The software team shall respond immediately to complaints regarding app
and resolve them.
• The Company should get at least 2000 customers in first 3 months of start.
• The company should get at least 20,000 customers by end of first year.
• The company should get at least 50,000 customers by end of second year.
• The company should get at least 100,000 customers by end of third year.

38. Summary

39. Disclaimer!
Created by Sarath Chandra, BITS Pilani, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow