A marketing outline for a new android app called Bookexg.

1. Bookexg: A Marketing
Outline

2. Executive Summary

3. What is Bookexg??
It is an Android app to carry out
free book exchanges between
people.

4. How does Bookexg work?
● Bookexg works by matching the book
donors and book acceptors and make
them exchange their books by meeting in
a public place or using a courier service.

5. Situation Analysis

6. Company Overview
● Bookexg is a start up company
● Consists of 5 part time app
developers and 2 graphic
designers, and a manager.

7. Core competencies
● Available in free and premium versions
● 3 Book exchanges per month can be carried
out completely free of cost.
● Earns money by selling ads in free version
● Customised ads for users based on their app
usage data analytics.
● Simple and lag free User Interface

8. Opportunities
● Tap useful information from the
users like their reading habits, type
of books they love,etc. using data
analytics and sell this information to
advertisers.
● Build a large customer base.

9. Threats
● Threat from competitors
● Possibilities of app
malfunctions like crashes, etc.
● Shift of public towards modern
ebooks and devices like kindle.

10. Market Overview
● Book exchange is a relatively young
market.
● Targets students and book enthusiasts.
● Heavy competition from other book
exchange apps like bookswap and
websites like bookfreeswap.com,
bookmoonch.com, etc.

11. Goal

12. Goal
● Build a large user base within a short span of time.
● After building a user base, focus on selling ads and make
profits upto break even point.
● After break even point is reached, hire new developers and
release new features to the app and further expand
customer base.
● Then earn more with more ads and continue the cycle and
aspire to reach 10000 downloads within 6 months.

13. Strategy

14. Target
Market

15. Competitors of Target Market
● Book exchange websites like
bookfreeswap.com,
bookmoonch.com
● Book exchange apps like
bookswap

16. Collaborators
● Book Publishers (for legal
permissions for book
exchanges)
● App developers
● Graphic Designers
● Google Android

17. Target Customers
● Habitual book readers
● School and college students
● Scholars
● Teachers

18. Value
proposition

19. Value for Customers
● Upto 3 free book exchanges per month in
the free version of app
● Unlimited number of book exchanges in the
premium version.
● Very simple and lagfree user interface.
● Personal details are not shared with other
users.

20. Value for Collaborators
● Part time app developers are paid a
fixed amount on a hourly basis.
● Special rewards for developing new
features.
● Job security of 6 months for all the
part time employees.

21. Tactics

22. How
Bookexg
works?

23. ● Users first join Bookexg network by creating accounts. The app
would get age, gender and address details.
● For book donations, users can post the details of books which they
would like to donate on their public profile.
● Users can also search for the books which they would want to get
and the app matches the book donors and acceptors appropriately.

24. ● After matching, the app allows the donors and acceptors to chat
with each other which helps them to decide how they can make the
book exchange possible.
● The app provides them with 2 options for book exchange: Using
Courier Services or Meeting in a public place.

25. Exchange through Courier Service option
● Bookexg automatically finds and
suggests the best courier service
available between the donor and
acceptor based on their locations.

26. For Exchange by meeting in Public place
● This option is available only when the
donor and acceptor are located in the
same city.
● The app automatically suggests a public
place which is at an equal distance
between the users based on the
information about their locations.

27. Brand

28. Logo and Tagline
● The Logo has a book and 4 people
connected to each other by a
globe.
● Tagline says that Bookexg is an
app.

29. Price

30. ● Comes in 2 versions: Free and Premium
● Free version allows users to exchange three times a month with a
charge of Rs. 30 for each additional exchange.
● Premium version allows unlimited book exchange. This version is
also ad free.
● Cost of premium version for 1 month: Rs. 30
● Cost of premium version for 3 months: Rs. 70
● Cost of premium version for 6 months: Rs. 120

31. Advertising

32. Online and offline Publicity
Online Publicity:
Using Graphic designers, design posters and use social media websites like facebook
and google ads to communicate to public.
Offline Publicity:
Post advertisements in well known english newspapers because the book enthusiasts are
more likely to read news papers.
Also post posters in public libraries and college notice boards.

33. Implementation

34. Organisational structure
● Head: Myself
● 5 part time app developers and 2 graphic
designers to work under me
● Graphic designers will also be responsible
for advertising

35. Process of Implementation and Schedule
● Find a venture Capitalist and get some initial funds. ( before March 31)
● Finding and employing app developers and graphic designers. ( before
March 31)
● Development of the initial test version of app. (before May 15)

36. Process of Implementation and Schedule (Contd.)
● Testing the success of the app in a test market. For example: A college (
Test period from May 15 to June15).
● Evaluating the test results and making suitable modifications to the app.
● Make a second test to another market. (from July 1 to July 31)
● Evaluating the test results and making suitable modifications to the app.
● Rolling out the app in google Playstore.( August 15)