A business plan for a start up proposed by me in the field of mobile marketing

2. WHAT IS IT?
• A service company which would operate on mobile platforms
• The basic company philosophy is that people would be provided with rewards, garner loyalty
points which they may use for their personal purposes
Slogan: “ WE AD YOU CHARGE ”
• This would serve as an welcome alternative to the current ad market where all the benefits are
taken by the company and ad platform

3. CURRENT MARKET FOR ADS
With hundreds of billions being spent
annually, the ad market is one of the
sporadically growing sectors with a
bright future

4. STATISTICS
The shear amount and quality of
advertisements have caused the
decline in conversion rates and
also the credibility of
advertisements at large
Conversion rates for advertisements in different sectors

5. MOBILE MARKETING CAMPAIGNS -1
In a stark change from McDonald’s typical flashy mobile ads that
pack multiple calls-to-action and graphics into interactive ad
formats, this spring the chain ran a new native ad campaign touting
the origins of its coffee drinks.

6. MOBILE MARKETING CAMPAIGN-2
A similar campaign was run by Scharffen Berger. The ads recently ran as
banners in the Pandora iPhone app as part of AT&T’s new sponsored
data program, which was introduced earlier this year.
The sponsored content was only available to mobile users with an AT&T
plan.
A click-through on the banner ad brought up a landing page showing a
video, and copy on the ad explained to consumers that watching the clip
would not dip into data from their phone plans.
Consumers could then watch a 30-second Scharffen Berger commercial.
Once the clip ended, a message told consumers that they saved two
megabytes on their data plan by watching the sponsored video.

7. MOBILE ADS
With over 4 billion mobile users and 1 billion smartphone users,
mobile marketing has become highly relevant in today's world

8. Why advertisements on apps are
relevant ?
Majority of time on a
smartphone is being spent on
apps. Hence in-app
advertisements, notifications
have become popular method of
advertisements

10. NEED OF THE HOUR
A CUSTOMER-REWARD CENTRIC PLATFORM FOR MOBILE ADWARE
The present apparition of adware among people has transformed from it being constructive
information exchange to becoming a bloatware that people just skip through

11. THE SOLUTION
AD&CHARGE
A mobile platform that
rewards its customers and
provides a comprehensive
branding/ testing
environment for the company
where the customers are
willing to actively participate

12. ABOUT THE APP
A multi faceted app that integrates different
modes of advertisements and brand
communications for the company to the
consumers with a seamless user-interface that
inculcates a sense of trust in the user

13. TARGET AUDIENCE
• Offerings are sectioned according to the needs of different sections of society
•Teenagers : video advertisements + mini in app games to keep them engaged
•Working class: vintage advertisement (ad-tainment) + news feed for engagement
• The major targets however are TEENAGERS and the WORKING CLASS who are the
predominant users of smartphones

14. COLLABORATORS/ PARTNERS
Collaborator Function
COMPANY SPONSORS Customers who will be providing revenue to the company
TELECOM COMPANIES Partners who would be providing exclusive offers in return for their publicity on our
channel
FOOD CHAINS Coupons, discounts etc. provided by them would be provided to the consumers
COUPON COMPANIES Their logistics and well established network could be exploited
PERSONALIZED GIFT COMPANIES Specialized gifts to be provided to esteemed customers
AD AGENCIES Database of companies they provide ads, they can also outsource the branding to be
provided by them

15. VALUE PROPOSITION – TO CUSTOMERS
“To provide a money-free service portal to fulfill people’s
everyday needs in the comfort of their sofas”

16. VALUE PROPOSITION – TO COMPANY
“ to provide a trusted environment for effective brand
communication to the masses”

17. SERVICES OFFERED
➢MOBILE RECHARGES
➢FOOD COUPONS
➢PROMOTIONAL DISCOUNTS FROM PARTNER
COMPANY EXCLUSIVE TO THE PORTAL
➢DTH TOP-UP
➢RETAIL/ E-COMMERCE COUPONS
➢NOVELTY ITEMS
➢PERSONALIZED GIFTS

18. THE USER INTERFACE
• A SEPARATE ELITE AD SECTION WOULD CONTAIN ALL THE
VINTAGE ADS
• A SEPARATE KNOW YOUR ADS SECTION WOULD ALSO BE
PRESENT
• AN AD SECTION
• AD REVIEW
• AN SURVEY SECTION
• NOTIFICATIONS
• WHY WE DO WHAT WE DO?

19. PLATFORMS
• The app would initially launch on
Android followed by Apple and
Blackberry with an online portal
which only accessed if user has an
active app account

20. BRAND COMMUNICATION
SLOGAN :“We ad you charge”
To create a sense of comfort and trust towards the brand among the people
Marketing channels:
• Social media
• Media sponsors
• Promotions through credible sources that people trust

21. REVENUE PLAN
• THE COMPANIES PROVIDED AD SPACE WOULD BE PAYING
• A PART OF WHICH WOULD GO TO THE CONSUMERS AS LOYALTY
POINTS (THE PERCENTAGE VARIES FROM 50-80 %) DEPENDING ON
THE COMPANY AND THE QUALITY OF THE AD.

22. PROMOTIONS
• ALL COMPANY WOULD HAVE TO PROVIDE EXCLUSIVE PROMOTIONS FROM THEIR SIDE FOR THEIR FIRST
MONTH. THE TIER SYSTEM WOULD BE EMPLOYED DEPENDING ON THE OFFER PROVIDED BY THE COMPANY
• AD SUCCESS % WILL BE JUDGED BASED ON THE PERFORMANCE OF THESE PROMOTIONS
• A OVERVIEW OF THE COMPANY’S BUSINESS PLAN WOULD BE RELEASED TO GAIN TRANSPARENCY
GARNER TRUST

23. MARKET PENETRATION
• SEVERAL ONLINE SOCIAL MEDIA AND MOBILE CAMPAIGNS WOULD BE CONDUCTED
• PARTNERING WITH EVENT
• PARTNERING WITH OTHER APPLICATIONS INITIALLY TO GARNER VISIBILITY AND MARKET PENETRATION

24. COMPETITORS
• FREECHARGE
• MOBIKWIK
• Paytm
• Recharge.com

25. USP’S
• A comprehensive branding opportunity for the
companies with minimal distractions
• Integration with other apps to gain loyalty points
(ads played in other apps also gain points)
• Seamless way to conduct surveys
Company
• Opportunity to earn money at the comfort of your
sofa
• To complete day-to-day task (recharging the
phone etc.) Without spending from pocket
• Cash-less transactions
Consumers

26. THREATS
• Low quality of ads
• Preference of people towards traditional methods of recharge
• Laziness to watch ads
• It becoming “uncool”

27. OPPORTUNITY
• UNEXPLORED ARENA, WITH UNIQUE PROPOSITION PROVIDED BY THE COMPANY
• People’s greed for money
• Indian’s craze for freebies

29. CAPITAL REQUIRED
Initial Investment
• INFRASTRUCTURE
• Service centre - outsourced
• Staff of 20 split into Consumer relations department, Ad sales department, Technical, Marketing

30. MANAGEMENT STRUCTURE OF THE
COMPANY
• DEPARTMENTS
•Technical
•Ad sales
•Consumer relations
•Marketing
•Customer care
• PHILOSOPHY FOR EMPLOYEES - “Building a Trusting
environment”

31. TIMELINE
2 months 6-12 months2-6 months 12 + months

32. INVESTMENT VS PROFITABILITY
Initial Investment :
5 lakhs + 50,000/month
operating cost
0
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0 2 4 6 8 10 12 14 16 18 20 22 24
Rupees(inLakhs)
Time (in Months)
Investment Profits

33. SCOPE FOR FUTURE
Expansion to a new concept of advertisement
where both the seller and the buyer are
benefited mutually and one which makes
advertisements more interactive