UCanDoIt! Marketing Plan Marketing Mavens - James Hoyt, Nick Luebesmier, Ryan Pryor, Ricardo Valenciano Benedictine University Marketing Management MBA 661-D5B6 Professor Maribeth Fencl, MA PMP June 26, 2016 1 Running head: UCANDOIT! UCANDOIT! 2 Table of Contents A. Executive Summary 3 B. Product/Service Introduction & Description 4 C. Strategic Initiatives (Goals) 7 D. Situation Analysis & Competition 9 E. Strategies/Tactics 12 F. Marketing Program 13 G. Financial, Budget, Forecasts 15 H. Product/Service Evaluation 18 Conclusion 19 References 21 2 Running head: UCANDOIT! UCanDoIt! Marketing PlanA. Executive SummaryThe purpose of this marketing plan is to demonstrate in detail how launching a DIY video tutorial application can earn a high return on investment in a short period. The whole concept is intended to be eventually funded by sponsors and/or partnerships with major hardware stores and manufacturers. The market continues to grow at a rapid pace with each passing generation and introduction of the first dedicated DIY video application can have significant potential for a healthy long term investment. Existing formats such as YouTube leave much to be desired for those looking for a particular type of result due to the sheer amount of media available with little regulation regarding quality and relevance. Use of such alternative search engines can result in irrelevant search result creating frustrating and fruitless results. UCanDoIt! is concentrating on the niche market of video applications used for tutorial purposes where consumers will be able to comfortably search for relevant video tutorials free of the clutter of those inaccurately tagged.RevenueThe YouTube advertisement based model is suitable as typical free software offerings are maintained by ad revenue and paid subscribers. Instead of attempting to challenge the big industry dominators, such as Facebook and YouTube, we are simply going to try to embed our product within existing platforms and avenues. Partnerships and sponsors are going to be critical to the long-term success of this application. Hardware stores and YouTube are already full of consumers who do not hesitate to learn how to take on their own repair projects. These groups of consumers, Do It Yourselfers (DIY) who readily research online, are the target market for our product. The business is targeting at least 1,000,000 daily views and a 1.5% click-through-rate which is expected to result in greater than $1,000,000 in annual profit. PlatformsOur video library will be accessible via Android, iOS, Windows and Blackberry ecosystems. Consumers will have the opportunity to use our application on their mobile devices as well as their laptops and desktops to access our entire catalog of DIY tutorials. Instead of basing our whole library on amateur self-uploaded tutorials, our real goal is to create partnerships with key hardware stores and manufacturers to provide a first class experience for ...

1. UCanDoIt! Marketing Plan
Marketing Mavens - James Hoyt, Nick Luebesmier, Ryan Pryor,
Ricardo Valenciano
Benedictine University
Marketing Management MBA 661-D5B6
Professor Maribeth Fencl, MA PMP
June 26, 2016
1
Running head: UCANDOIT!
UCANDOIT! 2
Table of Contents
A. Executive Summary 3
B. Product/Service Introduction & Description 4
C. Strategic Initiatives (Goals) 7
D. Situation Analysis & Competition 9
E. Strategies/Tactics 12
F. Marketing Program 13
G. Financial, Budget, Forecasts 15
H. Product/Service Evaluation 18
Conclusion 19

2. References 21
2
Running head: UCANDOIT!
UCanDoIt! Marketing PlanA. Executive SummaryThe purpose
of this marketing plan is to demonstrate in detail how launching
a DIY video tutorial application can earn a high return on
investment in a short period. The whole concept is intended to
be eventually funded by sponsors and/or partnerships with
major hardware stores and manufacturers. The market continues
to grow at a rapid pace with each passing generation and
introduction of the first dedicated DIY video application can
have significant potential for a healthy long term investment.
Existing formats such as YouTube leave much to be desired for
those looking for a particular type of result due to the sheer
amount of media available with little regulation regarding
quality and relevance. Use of such alternative search engines
can result in irrelevant search result creating frustrating and
fruitless results. UCanDoIt! is concentrating on the niche
market of video applications used for tutorial purposes where
consumers will be able to comfortably search for relevant video
tutorials free of the clutter of those inaccurately
tagged.RevenueThe YouTube advertisement based model is
suitable as typical free software offerings are maintained by ad
revenue and paid subscribers. Instead of attempting to challenge
the big industry dominators, such as Facebook and YouTube, we
are simply going to try to embed our product within existing
platforms and avenues. Partnerships and sponsors are going to
be critical to the long-term success of this application.
Hardware stores and YouTube are already full of consumers
who do not hesitate to learn how to take on their own repair
projects. These groups of consumers, Do It Yourselfers (DIY)
who readily research online, are the target market for our

3. product. The business is targeting at least 1,000,000 daily
views and a 1.5% click-through-rate which is expected to result
in greater than $1,000,000 in annual profit. PlatformsOur video
library will be accessible via Android, iOS, Windows and
Blackberry ecosystems. Consumers will have the opportunity to
use our application on their mobile devices as well as their
laptops and desktops to access our entire catalog of DIY
tutorials. Instead of basing our whole library on amateur self-
uploaded tutorials, our real goal is to create partnerships with
key hardware stores and manufacturers to provide a first class
experience for all our users. UCanDoIt!’s partnerships,
providing high quality relevant information, will offer a unique
experience designed to create long term loyal users. The other
concept of a partnership with hardware stores and manufacturers
is to allow them to prepare and provide expert in-person
demonstrations. The in-person demonstrations by experts will
support our effort to increase brand recognition and uniqueness
from several other video-based applications.B. Product/Service
Introduction & Description
UCanDoIt! is a video streaming mobile application that is freely
provided to consumers for use in finding detailed how-to videos
with enabled smart search capabilities. Similar to YouTube and
other streaming applications, the UCanDoIt! application will be
available on many platforms including but not limited to
Windows, iOS and Android. This can range from appliance
repair, car repair, basic installation of products, or virtually any
“how to” category. Our ultimate goal is to capitalize on the DIY
market which spends over $20+ billion annually at Home Depot
alone. The UCanDoIt! target market will consist of e-book
purchasers, book shoppers, and YouTube viewers that are
researching how to fix things on their own and to be connected
with a source of needed parts. The UCanDoIt! application will
fulfill these needs using a single application instead of having
to use several different sources.
For product differentiation purposes, we will be using our
servers to be able to control all the content being uploaded to

4. the searchable database. Every video uploaded by the
UCanDoIt! staff will be highly vetted to keep the database free
of “junk” videos which contain inaccurate information and/or
may be poorly developed. Also, to grow our database offerings
consumers, we will give provide users the ability to upload their
UCanDoIt! videos. By allowing users to upload their content, it
does increases the chance of having inaccurate or irrelevant
content that that users have already experienced from past use
of alternates such as YouTube. We will combat this by allowing
users of the application to give videos virtual thumbs down or
thumbs up feedback, as well as flagging content for review by
UCanDoIt! headquarters. Once a video declines to a certain pre-
defined consumer satisfaction level due to inappropriateness or
poor relevance, UCanDoIt! staff can review and remove the
video if it is found to fall short of company established quality
standards. If a user is found to have violated our quality
standard policy multiple times, they could lose privileges for
any future uploading submissions.Target Market
The DIY consumer profile varies because the buyers are from
multiple generations, incomes, and geographical regions. The
market is expansive ranging from repairing or altering
automobiles, homes, electronics, gardens and appliances. The
DIY consumer can be a parent that is creating crafts and
projects with their children to a middle aged person seeking to
build an airplane. For the DIY application, the primary age
range for the DIY market is between 24 to 44 years old with
76% of consumers making less than $ 100,000 annually. The
accessibility of the internet has allowed 71% of DIY to
download materials and watch how-to videos for information or
help, and 58% owned a smartphone in 2013 (Google:
thinkinsights, 2013).
DIY activity has been described as a man’s world when in fact
nearly 50% of DIY consumers are female (Williams, 2013). The
DIY market segment for housing projects revealed that the
consumers are digitally savvy, and 72% of the users are married
where almost half are settled in their first home (Google:

5. thinkinsights, 2013). People are driven to DIY projects because
of the challenge, want to personalize the project, and generally
out of the satisfaction the experience provides. Of DIY
consumers that review related tutorial videos, only 30% do so to
save money rather than hire a professional.
There are very few psychographic research studies for the
DIY market segment. In one such study titled Consumer
Behavior: Concepts and Applications, the DIY group segments
are characterized as reluctant, dedicated, discretionary,
transitional and active (Loudon & Della Bitta, 1984). The
following chart taken from the 1984 study outlines these five
DIY groups.
Psychographic Profiles of Five DIY Groups
DIY Group Name
Segment Description
Reluctant
Chore shoppers who would prefer to hire someone to do the
work but feel they cannot afford it. Often female, these are
forced DIYers and unsophisticated customers. This group
accounts for nearly 36% of all DIY households but represents
only around 24% of DIY buying power.
Dedicated
These persons enjoy shopping for DIY products, are highly
sophisticated, and look for the best values in town. This group
is the largest regarding DIY buying power with nearly 27% of
the total, and about one out of five (21 %) A DIY household is a
member of this group.
Discretionary
Consumers who perform DIY projects because it is the "in"
thing to do. Somewhat of an "elitist" who buys on impulse,
these DIY consumers like new items and ideas and consider
DIY as a leisure-time activity much the same as tennis or
sailing. This segment accounts for nearly 18% of the DIY
households and over 21% of the buying power.
Transitional
Evolving DIY consumers who are relatively young, well-

6. educated, and typically are in the early acquiring years of the
family life cycle. They are extremely price sensitive and make
many purchases on credit. They are good discount store and
home center patrons. This group contains about 12% of the DIY
households and 13% of the buying power.
Active
These DIY consumers have always "done things themselves."
They are busy shoppers, only moderately price sensitive, and
very store loyal. They are often members of the blue-collar
class and reside mainly in metropolitan areas. They represent
13% of the DIY households and have 15% of the buying power.
C. Strategic Initiatives (Goals)
According to a 2015 Statista report, the Home Improvement
Market value in the U.S. has an annual growth rate of 5% with
$300 billion in total revenue. A few large related retailers such
as Home Depot and Lowes realized more than half of the $300
billion in 2015 Home Improvement market, and more than 68%
of associated consumers is visiting home improvement related
websites (Statista, 2016). UCanDoIt! expects to capture a
portion of this internet traffic putting customers together with
helpful DIY information and those that can provide necessary
products for DIY projects. Revenues for startup company
UCanDoIt! will be realized from paid for advertising by
businesses serving the DIY market on the UCanDoIt! app and
from cost per click revenues where UCanDoIt! users click on
topically related links leading to DIY company websites
carrying product information or merchant sites for procurement
by the consumers. Nonfinancial strategic goals for UCanDoIt!
covered in this section include those that address app delivery,
increasing consumer awareness of the product driving increased
market penetration, increasing the breadth of DIY categories
covered and expansion of target market segments driving
revenue growth. Financial goals included address growth of
revenues from the two primary streams and growth.
Nonfinancial goals:
1. To ensure UCanDoIt! app is available for delivery via the

7. company website and app stores for mainstream mobile device
operating systems Apple iOS and Android immediately in year 1
2. To increase consumer awareness of the UCanDoIt! by
ensuring mainstream search engines provide links to the
company website on page 1 of related DIY queries in year 1
3. To develop in-store and online promotions with at least one
major retailer serving the DIY market positioning UCanDoIt! as
an online DIY consumer resource by year 2
4. To increase the number of DIY categories covered by 20%
per year for a total of 100% at the end of year 5
5. To develop business expansion plan and related revenue
potential for development of a premium service offering serving
DIY related training/educational needs for small to medium
businesses and vocational institutions by year 2
Financial goals:
1. To increase featured DIY company advertising revenues by
5% per year over each of the 5 years
2. To increase DIY customer cost per click revenues by 5% per
year over each of the 5 years
3. To realize additional company revenues from new source
such as premium subscription service serving institutional and
small business needs by year 3
4. To grow overall company revenues by 30% at the end of 5
years
5. To increase profitability by 5% per year over each of the 5
yearsD. Situation Analysis & Competition
Positioning Statement
For any DIY user who desires an efficient, user-friendly
experience, UCanDoIt! is a free platform that offers the most
robust solutions to everyday problems.
Strengths
Convenience is one of the primary advantages of
UCanDoIt!. With the mobility market share showing continual
growth year over year, this app will offer market accessibility to
virtually any person with a mobile connected device such as a
smartphone, tablet, or PC. By 2017, there are a projected 2.6

8. billion smartphones estimated to be in use globally (Statista,
2016). These figures do not include other mobile devices such
as tablet sales.
The breadth of topics covered is the second compelling
strength of UCanDoIt! . The topics covered can continue to
expand with areas covered such as an appliance, auto, home
repair, PC repair, HVAC, plumbing, electrical, and so on. With
any new demand for DIY topics, the market for this app grows.
There would be a strong focus on the technical side of repair,
maintenance, and construction at initial outset.
The user interface is the third strength of UCanDoIt!. With
easy to search abilities for videos, referencing things such as
model number, topic, keywords, results could be sorted and
provided based on the highest ratings given by users. Barcode
scanning is envisioned to be leveraged allowing users to scan
product serial numbers to allow searching on the correct model
also returned relevant parts lists and manuals.
Weaknesses
The hosting solution can be an internal bottleneck based on
the scope and volume of data required for a video based
platform. Such platforms indexing large high quality video
files, links, and providing streaming can be taxing on internal
operations. The hosting may need to be outsourced provided
scalability necessary for product usage growth.
App development can seem like an easily achieved goal.
However, there are several factors to address. The app must run
efficiently and be bug-free, while also visually appealing and
user-friendly. The need to continuously update the app will
require either third party support or staffing of a dedicated
highly effective team.
Brand Recognition can be one of the most difficult areas to
tackle. Brand recognition will be accomplished via UCanDoIt!’s
logo and through word of mouth advertisement. Leveraging
social media and even television campaigns, along with paid
search engine results and sponsorship on high visibility targets,
will be crucial to driving brand recognition.

9. Opportunities
Worldwide market with translated language will be at the
top of UCanDoIt!’s opportunity list. This unique opportunity
will allow growth into markets outside of those native to
production of the video expanding the user base that would
otherwise simply have to refer to translated instruction manuals.
The educational market, targeted for eventual expansion
offers the ability to sell premium content or services to non-
profit school districts as well as vocational centers. This
opportunity opens up an additional market to UCanDoIt! for
growth and competitive differentiation.
Growth in mobility markets can be a primary focus for
smartphones and tablets, but the overall design of app
development can also include smart TVs and streaming devices
such as Apple TV, Roku, and Smart Blu-ray players.
Threats
YouTube is the number one threat externally for
UCanDoIt!. This is a Google-owned service that has name
recognition, app stability, market share, and the financial
support of a massive company.
Continuity or failover is the need to have the stability of
the hosted solution. This being an internet reliant service needs
to have redundancy and the ability to overcome system errors
and outages within minutes if not faster.
Content quality as a threat could require the most labor-
intensive management to address and will have a set of
standards to help automate management. Content quality is
achieved through software design and user feedback that is
flagged and worked on an hourly basis. As a primary value of
the service, the videos must be of the highest relevance to the
topic and with the best audio and video quality.
Competition
YouTube- The best name recognition and market share in
the DIY space.
Howcast- Offers a streamlined website with a vast
selection of topics, however, no current app (Ueland, 2013).

10. MonkeySee- Also offers a wide variety of subjects with an
easy to navigate the site. The videos are also all shot in HD
(Ueland, 2013).
SWOT Summary
The overall outlook for UCanDoIt! is stable given all of
the internal and external factors listed. There will be of course
some factors that evolve and come up as UCanDoIt! launches
which we will need to forecast as well as address based on
reactive measures. The key points in this analysis are the
strengths related to the depth of market potential and breadth of
topic coverage. The areas to remain focused on are giant
established competitors such as YouTube and the need to stay
nimble with our data hosting and provide continuity of the
service for all users. These areas will be our primary focus in
our first year and continue to evolve over time.
E. Strategies/Tactics
To accomplish our financial and nonfinancial goals previously
mentioned, we need to start our marketing campaign before the
application launches. The more exposure and excitement we can
generate beforehand will help the application have a strong
launch with maximum downloads. Also, establishment of a
homepage allowing mobile and PC users to download a
prelaunch beta version of the application will be done to
facilitate finding of bugs in the application not caught during
initial development. Use of various social media outlets will be
essential in achieving our long-term financial and non-financial
goals.
The UCanDoIt! homepage will provide prelaunch blogs/updates
of the application’s key features, purpose and even allow users
to download a beta version after registering. Those who
successfully register for the beta download will have submitted
a valid email address which will be used to follow up with the
user to receive critical feedback needed about their experience.
Also, a launch kit will be in place to ensure that all download
methods are functioning as described and that the download
speeds from the server are acceptable. The server speeds will be

11. gauged based on user feedback from the beta program that will
inform us of whether they used Wi-Fi or a cell phone network.
This information will allow us to know if we need to modify our
server set up or if a prospective downloaders is better off using
their cellular network versus available wireless to get the app.
This sets the proper expectation when downloading the
application and avoids an adverse experience a user might have
blamed on the app vs. their available data speeds.
An official YouTube channel, Facebook page, Twitter handle,
and SnapChat account will be created to increase UCanDoIt!’s
exposure. Different departments will be encouraged to post to
the various accounts intending to give the application a face
that users can relate to and increase their loyalty to the
application and company in case of more growth in the apps
market segment under that brand.
F. Marketing Program
The marketing program incorporates the four P’s of the
marketing mix. A marketing program is a cohesive approach to
establishing the marketing plan by clearly defining the
strategies for product, price, promotion and placement (Kerin,
Hartley, & Rudelius, 2013). The marketing strategy is the
strategy by which a marketing goal is to be achieved and will be
evaluated to ensure the marketing effort is moving forwarded as
discussed in this plan. The strategies involved in the marketing
program for UCanDoIt! are as follows:
· Product Strategy: A user-friendly video-based mobile phone
application that will allow the consumer to find solutions to
everyday problems.
· Price Strategy: Revenues are anticipated to be realized from
paid for advertising from businesses serving the DIY market.
The strategy of income will allow consumers to promote their
videos at no cost to the consumer.
· Promotion Strategy: Introduce the product through a pre-
launch campaign and general promotional strategies through
social media and media outlets; an example would be YouTube,
Facebook, DIY Channel, etc. An additional campaign would

12. take place where we would have live in-person demonstrations
and video kiosks in strategic locations throughout the United
States; such as New York, Chicago, Houston, Denver, and Los
Angeles.
· The in-person demonstrations and kiosks would be through a
partnership with Home Depot, Habitat for Humanity, Autozone,
Car Shows and Home and Garden shows. The goal would be to
have the individuals sign up with their email address or
download the application at the kiosk or demonstration location.
UCanDoIt! would offer promotional items such as a hammer,
tire pressure gauge, hat or shirt upon signing up from the kiosk
or downloading the application during the in-person
demonstration.
· The following advertisement will be used for print or social
media:
· Place Strategy: UCanDoIt! is an application that is available
throughout the entire United States with a target market
between the ages of 24 and 44 years old.
G. Financial, Budget, Forecasts
Initial annual revenues from the UCanDoIt! app is
generated from advertising fees generated from browser views
of featured ads and videos on the app itself as well as from DIY
product and service providers who receive traffic on their
respective websites from app users who click through. Key
revenue based assumptions include an expectation of 1,000,000
views per day and an expected click-through-rate of 1.5%
(Chaffey, 2016). Conservative advertising rates per thousand
views is $0.53 (Butner, 2013). A similarly conservative pay per
click rate for clicked on advertising links are $0.30 (Proximity
Marketing). The following narrative in this section uses these
key assumptions to provide a breakeven analysis for the
business which incorporates forecasts for promotional activities
along with sales.
Table 1: Breakeven Analysis

13. The above table provides an analysis of estimated costs and
revenues associated with development and offering of the
UCanDoIt! mobile app. The breakeven point that is the quantity
of daily app views expected to result in sufficient revenue to
cover relevant fixed and variable costs for the business appears
to occur when the app realizes 381,710 views per day. The
business is targeting at least 1,000,000 daily views and a 1.5%
click-through-rate which is expected to result in greater than
$1,000,000 in annual profit. App development costs, while
appearing widely variable when conducting research, were
conservatively estimated from survey information of corporate
CIO’s and app developers (Formotus, 2016).
The profitability of the UCanDoIt! app critically relies on
the number of views that the app receives. Consequently,
promotion of the app to increase viewership is warranted. The
table below contains a list of promotional ideas for the app with
associated costs; the aggregated costs become utilized in the
breakeven analysis above for the promotional costs.
Table 2: Promotional Expenses
Upon development of the app, it will be registered and made
available for both iOS and Android mobile platforms
representing less than $200 annual cost (Mackenzie, 2012). A
key promotional tool will be the UCanDoIt! website. This
website will promote the app while providing access for
computer and mobile device users at an estimated cost of
$10,000 (Beckett, 2016). Additional online promotional
methods will include optimizing linkage to the UCanDoIt!
website with major search engines with a goal of being listed on
the first page of the search along with pay per click marketing
on select retailer websites which cater to DIY consumers with
costs rounding out the total promotional budget of $30,000
(Beckett, 2016).
Finally, the sales component driving revenue bears
discussion. The app itself will initially be given away to
average consumers to drive penetration and exposure. Rather,

14. the revenues will be generated based upon the frequency of
views of DIY goods and service provider advertisements and
videos as well as additional revenues when consumers click
through to DIY vendor websites. The forecast is one million
daily views in operating year 1 with a 1.5% click through rate
expected. The 1.5% click-through rate, or CTR, is estimated
based on those experienced by internet platforms such as
Facebook (Chaffey, 2016). The traffic goal of one-million
views daily is conservatively estimated because well-
established platforms, such as Facebook and YouTube,
experience more than one billion of daily interactions
(YouTube, 2016). The sales forecast table below reflects the
year over year goals of growing advertising sales revenue by 5%
for the next five years.
Table 3: Sales Forecast
H. Product/Service Evaluation
As previously stated, the goals of UCanDoIt are to connect
DIY markets to the needed sources of information and required
materials in an efficient, user-friendly, and credible way.
Evaluation of our processes and service will be done to evaluate
progress versus our goals. Click through percentages will be
one of the methods to measure the number of users that click on
the link that’s embedded in the videos. We strive for a CTR of
1.5% and will be able to measure this in our platform analytics.
The foundation for this goal is based on industry statistics from
platforms like Facebook, which boasts a 1.28% (Chaffey, 2016).
Additionally, the goal of overall traffic will to meet or exceed 1
million views daily. This access goal is based on the current
internet trends from companies like YouTube, and Facebook
with users interacting in the billions daily (YouTube, 2016).
The second method used for evaluating our service will be

15. the use of surveys. These surveys will be delivered in all
markets and will be offered 1 for every 500 views. This is done
to get a large enough sample size based on survey fallout
(failure to complete). Upon completion, the user will be
rewarded with a coupon for 10% off their next purchase at one
or our retail partners such as Home Depot or Lowes. Below is a
sample of the survey that will be delivered to the user through a
popup dialog that will ask to access the user email to provide a
coupon. The user demographics are accessed via user phone info
that can log location via IP addresses.
Questions
Responses
What was your DIY need?
What DIY projects do you typically do?
What video services have you used in the past?
How satisfied were you with your experience in the following
areas? (Scale of 1-5): 5 being excellent
Relative Search Information
Video Quality
User Friendly
Features
How likely are you to return to UCanDoIt?
How likely are you to recommend UCanDoIt to family or
friends?
What would you like to see improved?

16. Conclusion
The $300 billion video platform market for the DIY market
segment continues to grow. Adhering to the marketing plan will
ensure success to meet the financial obligations of UCanDoIt!
stakeholders while providing a credible, professional, user
friendly, and easily searchable web/IOS application.
The initial investment for year one of $672,000 will place
UCanDoIt! in a position for brand recognition, business
development through partnerships and to attain the first year
goal of 1,000,000 views. The marketing pricing strategy of
realizing revenues from paid for advertising by businesses
serving the DIY market allows professionals to promote their
videos at no direct cost to the consumer. The advertisement
expected click-rate of 1.5% is a very conservative goal
compared to that experienced by other larger platforms allowing
UCanDoIt! to achieve a breakeven point of at a relatively low
381,710 views per day. The market segment has significant
capacity as the three largest competitors achieved over 1 billion
views per day; achieving a mere 1,000,000 daily views in the
first year results in just over $1,000,000 annual profit.
UCanDoIt! expects a 5% year over year growth rate during
the initial five years, which results in an increase of $700,000
annual profit respectively. Consumer retention and growth is
necessary to ensure the success of the business. Key
performance indicators and surveying will be used to evaluate
the services and to ensure the information is relevant. A reward
coupon to one of the partners will be issued upon completion of
a survey.
We anticipate UCanDoIt! web based and mobile
application will explode once the consumer learns about the
services through the execution of this marketing plan.
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http://www.statista.com/topics/1732/home-improvement/
Williams, Z. (2013). 10 Characteristics of the UCanDoIt!
Consumer. Retrieved from Venveo:
https://www.venveo.com/blog/10-characteristics-of-the-diy-
consumer
Ueland, S. (2013, April 16). 12 How-to and UCanDoIt! Video
Sites. Retrieved May 19, 2016, from Practical Ecommerce
website: http://www.practicalecommerce.com/articles/3987-12-
How-to-and-UCanDoIt!-Video-SitesYouTube. (n.d.). Statistics.
Retrieved June 4, 2016, from YouTube website:
https://www.youtube.com/yt/press/statistics.html
Daily ViewsClicks atPrice PerPrice PerDaysTotal RevenueApp
Annual Maint.Fixed OfficePromotionalTotal CostsProfit
Quantity1.5% CTR1000 ViewsClickPer YearTR =
(PXQ)Developmentand Upgradesand AdminCosts
- - 0.53$ 0.30$ 350-$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ (672,000)$
250,000 3,750 0.53$ 0.30$ 350440,125$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ (231,875)$
381,710 5,726 0.53$ 0.30$ 350672,000$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ 0$
500,000 7,500 0.53$ 0.30$ 350880,250$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ 208,250$
750,000 11,250 0.53$ 0.30$ 3501,320,375$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ 648,375$
1,000,000 15,000 0.53$ 0.30$ 3501,760,500$

19. 270,000$ 132,000$ 240,000$ 30,000$
672,000$ 1,088,500$
1,250,000 18,750 0.53$ 0.30$ 3502,200,625$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ 1,528,625$
1,500,000 22,500 0.53$ 0.30$ 3502,640,750$
270,000$ 132,000$ 240,000$ 30,000$
672,000$ 1,968,750$
PromotionCost
iPhone App Store registration99$
Google Android App Store registration25$
Website development with graphics and app access10,000$
National Web Search Engine Optimization (hiring 3rd party -
first page search ranking goal)10,000$
Select pay per click marketing on select DIY oriented
website*9,876$
*$30,000 nominal annual budget selected
Year 1Year 2Year 3Year 4Year 5
Daily Views1,000,000 1,050,000 1,102,500 1,157,625
1,215,506
Days/Year350350350350350
CTR1.50%1.50%1.50%1.50%1.50%
USD/1000 views0.53$ 0.53$ 0.53$ 0.53$
0.53$
USD/click through0.30$ 0.30$ 0.30$ 0.30$
0.30$
Revenue1,760,500$ 1,848,525$ 1,940,951$ 2,037,999$
2,139,899$
Development Cost270,000$ -$ -$ -$ -
$
Annual Maint/Upgrades132,000$ 132,000$ 132,000$
132,000$ 132,000$
Fixed Office/Admin240,000$ 240,000$ 240,000$
240,000$ 240,000$
Promotion Expenses30,000$ 30,000$ 30,000$
30,000$ 30,000$

20. Total Costs672,000$ 402,000$ 402,000$ 402,000$
402,000$
Total Profit1,088,500$ 1,446,525$ 1,538,951$ 1,635,999$
1,737,899$