Sarthak Anand has created a marketing plan to launch a mobile app called Digest that provides 15-minute summaries of popular non-fiction books. The app aims to help busy professionals and students learn from top authors in various fields like business and psychology. It will offer free daily summaries but charge monthly or yearly fees for premium features like audio summaries and access to live webinars. The plan outlines targeting entrepreneurs, students and avid readers, competing with the similar app Blinkist, and implementing strategies like collaborating with authors, applying for awards, and using social media, websites and app stores for distribution from September to November 2017.

1. MARKETING PLAN | SUBMITTED BY: SARTHAK ANAND, IET LUCKNOW
DIGEST
READ * WATCH * LISTEN * LEARN

2. ● Executive Summary
● Situation Analysis
● Goal
● Strategy
● Tactics
● Implementation
AGENDA

3. EXECUTIVE SUMMARY

4. Do you have an insatiable
appetite for nonfiction, but
limited time?
Love to read, but work 50
hours a week and attend
school when not working?
Don’t want to ever
stop learning?

5. Great ideas on business,
marketing, psychology, and
more from the thought leaders
you wish were your teachers
Digest extracts key points and
ideas of full-length non-fiction
books, into easy-to-read 15-
minute text & audio summaries

6. SITUATION
ANALYSIS

7. TARGET
CUSTOMERS
ENTREPRENEURS
KNOWLEDGE- HUNGRY
PEOPLE
AVID READERS
STUDENTS

8. BLINKIST is the only
competing android
app in this space
with over 400,000
users!

9. ● Read nonfiction books ranging
from leadership and marketing to
self actualization and psychology
● Listen to audio versions of book
summary
POINTS OF PARITY

10. ● Digest Live- Webinars with top authors
● Digest Insights - Video interviews with leaders
covering a wide range of topics including
management, leadership, philosophy, career and
self-development
● Digest Newsletters- Stay up-to-date with new
books being released, author news, and reviews
of top books
POINTS OF DIFFERENCE

11. COMPANY
GOAL

12. May 2017
50,000+ Users
September 2016
App Launch
November 2016
5,000+ Users
Feb 2017
10,000+ Users
August 2017
100,000+ Users
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Number Of Users

13. Conversion Rate of at
least 10%
10,000+ Premium
Users on board by
the end of first fiscal
year

14. STRATEGY

15. RecreationPersonal Growth Education

16. COLLABORATORS
TOP AUTHORS
ENTREPRENEURS
THOUGHT LEADERS

17. TACTICS

18. PRODUCT
Free Features:
● Read one pre-selected book per day
● Search, filter, and browse available content
● Access to Digest Newsletters (Stay up-to-date
with new books being released, author news,
and reviews of top books)

19. PREMIUM FEATURES
● Access to 1000+ books each month
● Listen to books with Audio
● Download content for offline access
● Digest Live- Webinars with top
authors
● Digest Insights - Video interviews with
industry leaders
● Ad free

20. PRICING
US$ 99.99
Yearly
US$ 9.99
Monthly
OR

21. COMMUNICATION
Apply for awards, like “Appsters
Award” to gain attention
Company Website/Blog
Featuring Emails
Social Media

22. DISTRIBUTION
● Google Play Store
● Amazon App Store
● Company Website

23. IMPLEMENTATION

24. CONTENT AND
CONSULTING TEAM
DESIGN AND
TECHNICAL TEAM
MARKETING TEAM
ORGANIZATION STRUCTURE
DIRECTOR-
SERVICES
DIRECTOR-
ENGINEERING
DIRECTOR-
SALES
CEO

25. Process &
Scheduling

26. July
App Design &
Test
August
Collaboration with
Stakeholders (Authors,
Thought Leaders)
September October
Customer
Feedbacks & App
Tweaking/ Updates
November
Target Focussed
Strategies’
Implementation
App Official
Launch &
Marketing

27. These slides were created by Sarthak Anand, IET Lucknow as a part
of Marketing internship under the guidance of Prof. Sameer Mathur,
IIM Lucknow.

28. THANK
YOU!