A marketing plan for a hypothetical app 'Uncle John's Store'

1. Uncle John’s Store
Comfort is one tap away!

2. Mission statement:
To create an app that
provides household
services and an online
hardware store

3. Executive Summary

4. The problem
With an increase in immigration to big
cities and rise in single households,
there is a major dearth of handymen
services due to lack of proper
contacts. Hardware stores also tend
to be in unapproachable
surroundings.

5. The solution
The app will bring in a lot
of contacts for general
services like plumbing and
also an online hardware
store with transparent
pricing and discounts

6. Proposed course of action
Prepare
database of
collaborators
Start contacting
dealers
Launch the app
Run the
advertisement
campaign
Expand
dynamically

7. Situation Analysis

8. Company
Overview
Core Values:
● Reliability
● Trust
● Seamlessness
● Alacrity

9. Market Overview & Target Customers
The potential customers are the middle
and upper middle class families in
metropolitan cities.
Single people who move into the cities
for jobs are also a target

10. Opportunities:
● Less competition
● Relatively unexplored market
● Scope for expansion
● Chance of being a pioneer app
Threats:
● Poor reception
● Increase in competition from present firms
● Veritable sources for guesstimation are not
present

11. Goals

12. ₹6,642,700
Estimated Revenue at the end of an year (Analysis in next slide)

13. Assuming a total of 500000 downloads in a year. The average retention of an app
is 10% approx. So basically we would get 50000 converts who would actually use
the app in a long term.
For other 450000, assuming an eCPM of $3 ( ₹194.33), we get an ad revenue of
₹542,700 (based on some underlying assumptions)
If we get at least 100 premium downloads at ₹100 per customer, that adds up to
₹100000
Finally, we plan to get 5% of the income of goods and services we will be putting
up through our app. After certain assumptions, this adds up to ₹6000000
∴ Final total revenue at year end = ₹6,642,700

14. Strategy

15. Target Market
● Customers: Urban populace with less access to trusted handymen services
● Collaborators:
○ Hardware stores which seek a greater consumer base
○ Servicemen in search for extra money
● Company:
○ Deliverymen needed
○ Exact structure can be defined after talking to prime stakeholders, i.e., hardware shopkeepers

16. Key Competitors

17. Value
Proposition
Customer:
The customers get to enjoy
services at the comfort of their
home. Discounts would be
available on the products they
buy.
Collaborator:
They get a chance to expand their
consumer base to a huge audience
through the online presence. We
just want a meagre 5% of the
income they make through our app

18. Tactics

19. How it works (Product, Services & Price)
Install app and
sign up
Choose through
a variety of
services or
shop at the
hardware store
Get Premium
version for
additional
benefits
We offer a range of services (plumbing,
electrician, servicing for household
appliances, car cleaners, packers and
movers) and a hardware store as well.
Premium Version ( ₹100)
● Ad free
● No shipping charges
● Same day delivery
● Higher preference in case of clash
with a normal customer

20. Brand: Uncle John’s Store
Sample logo Slogan
Comfort is
one tap
away!
Core Values
● Reliability
● Trust
● Seamlessness
● Alacrity

21. Implementation

22. Infrastructure
The company will have a CEO, a technical team, a strategic management team and
a customer care unit.
● The collaborators will be the stores in the target cities (starting with Mumbai)
● Each collaborator will be in touch with our technical team for issues of the app
and the strategic management team for any other issues

23. Processes and schedule
1. The technical team will work on the app for a period of 3 months including
testing the beta version
2. Meanwhile the databasing would be done and the strategic marketing team
would start contacting the potential collaborators (2 months)
3. The app will then be released along with an extensive advertising campaign
across media like TV, theatres and social platforms
4. Campaigns to convert users to premium users
5. Handling customer queries and feedback positively
6. Updating the app at regular time intervals

24. Thank you!

25. The team
Answer the question, “Why are we the ones to solve the problem we identified?”
Tanay Tirpude
Prof Sameer
Mathur
This presentation was created by Tanay Tirpude, as a part
of a marketing internship by Prof Sameer Mathur, IIM
Lucknow