Angry Kitty Digital Strategy:
Market Segments, Targeting & Promotions
Angry Kitty is a fun and light-hearted App designed for users
Request or collect money from a group for anything
It keeps a record of who has paid and who still owes
Members who still owe are sent an ‘Angry kitty’ reminder
It removes the need to have awkward conversations with
friends about money
There are several startups in the whole area of making payments as a group of people, whether it be for joint
gift purchases (weddings), or even simple things like housemates paying bills etc.
ShareAGift in the UK focuses on joint gift purchases, but is more an affiliate gift sales model. In the US there
is WePay and PayDivvy, both of which err on the side of being deposit account providers. WePay has moved to
being a B2B play, trying to woo small merchants away from PayPal. In France there is Leetchi and
FriendFund in Berlin. Many have substantial backing from VCs.
And several others include Payumi, PayItSquare and Groupay
Market objectives for Angry Kitty are:
220 signups from Google Display network within 30
days of launch
3000 visitors from Press Release campaign launch
Pay It Square allows users to collect funds on the go. It’s one of the leading group pay platforms. The website
has a high Alexa Rank of 146,000 and this reveals that it has high traffic volumes. It has a PageRank of 4/10
and 246 sites linking in and this also shows its high popularity.
Is a UK based group pay service that offers automatic tracking, intelligent reminders and online payments. A
relatively new site with low traffic volumes and a low Alexa rank of 10 million.
Our primary target market is stag/hen organisers looking to request money and remind group of
Secondary markets like wedding planners, landlords, trip organisers and small businesses will be
targeted in new campaigns when budget has increased.
Angry Kitty is a desktop App that is mobile responsive and users can register at www.angrykitty.org
and create a kitty. Some improvements to be made are highlighted below:
Angry Kitty should develop a unique position that is not occupied by competitors listed above
This USP will be highlighted in all communications
The brand identity which includes the name, logo, and colours should be consistent across all
promotional tools and for any banners that are created for the Display network and social media.
The name should be trademarked if available and the fee for this is £170
The primary promotional tool for Angry Kitty are:
SEO – Google, Yahoo and Bing - keywords
Social Media – Facebook, Twitter, YouTube, Google+
Online PR – to target media that they regularly access –
online newspapers and magazines
Write and publish a Press Releases or Feature article for the Angry Kitty Launch
Press Releases will highlight the benefits of the App and how its unique features can benefit the target
market(s) listed above
Some media to target are major national newspaper, national news outlet and glossy magazine in the UK
including Marie Claire, The Times, The Guardian, The FT, The Independent, The Daily Express, The Mail,
The Mail on Sunday, The Mirror, The Sun, Sky News, BBC News and Reuters that are read by the target
Budget for Google Adwords is £110 per month and we expect to receive 1100 visitors from an average CPC of
£0.10. Campaigns will be split between:
1. Display Campaign
Brand Awareness Campaigns: find relevant placements on the display network to place banner Ads on in the
stag party niche.
Direct Response: Create a display campaign which will include text and image ads and will include CPC or
CPM bid strategies
2. Remarketing campaign: This is to retarget people who have visited the site but did not convert. We will
avoid hounding or harassing them by using impression caps. We will build audiences in Analytics that will be
targeted in the remarketing campaign. Two primary audiences to target here are people who have registered and
visitors that haven’t registered. Cookie length will be set to 90 days.
Some placements we can target for our banners are:
Social media goals will be about building relationships and providing value and not over-promoting the Angry
We will follow the 80/20 rule, which states that we will post non-promotional content 80% of the time (valuable,
helpful, or personable stuff, or related content linking to another source), and reserve the other 20% for being
more overtly promotional
Will create profiles on the major platforms Facebook, Twitter, Google+, Pinterest, LinkedIn etc and eventually
narrow it down to the platforms bringing the best returns.
Will create a profile theme on each platform with design and colours that match and enhance the brand.
Content will be repurposed across social media. So will blog about it, tweet it, make a video, share on Facebook,
turn it into an infographic or pinterest, etc.
Will measure with Google Analytics and other tools and key metrics will inform ongoing strategy.
Keyword targeting for keywords such as ‘collect money online’ ‘group payment’ and ‘group pay’
Link building for keywords that have been discovered at the research stage for link building purposes
These keywords will be included in title tags, meta tags, website content, alt tags
Activate webmaster tools and Google analytics tools to track and manage organic and PPC traffic and other
Continuous on-page and off-page optimisation to maintain organic rankings and discover more keywords to
Google Adwords £110
Social Media £0
Press Release £60