Detailed Marketing plan for LetsGo app

1. LetsGo-Buddies for Adventure

2. Executive Summary
• LetsGo lets users find company for any activity they are planning
• Users post details of their planned activity on the app, other app
users nearby can propose to accompany the person in the
activity
• Revenue to be generated from app’s premium version and
outlet ads in the free version
• Primary target segment would be young consumers
• App promoted through multiple channels

3. The App

4. User posts planned activity
(Can be a hike, meal, party,
sports game or even a ride
share)
Other app users nearby
respond
User can chat with interested
parties
User accepts or declines interested
parties
Accepted parties can join the user in the
activity
User and participants rate their
experience

5. Category
Food
Movies
Adventure
Musical
Filter By
Age
Gender
Distance
User Ratings
Users can filter posted activities based on different
categories
Users can choose what demographics
can respond to their posts

6. Situation Analysis
• Most social meeting apps focus on dating
• Hardly an app present offers more versatile social
interaction
• Potential customer base exceeds 50 million based on the
app user count of apps like Tinder, Happn

8. Maximize app users
Maximize users to premium
Encourage outlet
ads on app

9. Strategy

10. Value Proposition

11. Meet new people
Find company for your
outings
Explore new places

12. Segmentation and Targeting

13. Psychographic
Target: Outgoing, Socially
Active
Geographic
Target: Urban
Age
Target: 16-32
years
Occupation
Target: Students and
Working Professionals

14. Revenue Model
Outlet ads in
app
Ralph’s Pizza Place
Tim: Sunday football at
park
Barry: Hike at
Gina: Join me for U2
concert
Jim: Share ride to Chicago
Paid Premium
version
One video ad before each
post user adds

15. Tactics

16. Communications - Advertising
Online advertising through
Facebook
YouTube videos of app experience
Print ads
Online presence on Twitter and
Facebook

17. Communications - Promotion
Discounts on
Premium version
Promotional
Events in
Colleges
Promotions
through
sponsorships

18. Pricing
• Can post and respond to
users only within 2km
radius
• In-app ads
• No cost
• Post and respond to users at
any distance
• Ad-free
• Differential pricing
• US and Europe: 49.99$/year
• India: 14.99$/year
Free Version Premium

19. Implementatio
n

20. Infrastructure – Business Units
Development
Strategy
Customer
Support
Marketing
Analytics

21. Scheduling
• Phased Roll-out
• Beta Testing
• App available geography-wise
• Expand based on feedback from Pilot territories

22. Summary
Situation
Analysis
Strategy
Implementati
on

23. DISCLAIMER
• Created by Gautam Oswal during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow