The document provides a marketing plan for an Android career guidance app called "Achievers". The app aims to help engineering students in India choose the right career by providing career matches and development plans based on aptitude tests. The plan details targeting 1.5 million graduating engineering students annually through social media promotion and campus ambassadors. It outlines developing the app, hiring mentors, monetizing through ads, and expanding marketing over time with the goal of reaching 40,000 students in the first year.

1. MARKETING PLAN
APP NAME - ACHIEVERS

2. EXECUTIVE SUMMARY
• SITUATION OVERVIEW - Students tend to take advice from
anyone they think has an experience. But it may not always be
right or let alone be the best one. The path followed by their
seemingly successful peers might not help them to reach the
same destination, their model adults must have gone through
failures themselves and their parents might be unaware of the
latest industry demands.

3. EXECUTIVE SUMMARY
• COMPANY’S GOAL – Our goal is to not only help you make
the decisions you need to make now, but to give you the
knowledge and skills you need to make future career and life
decisions.
• We will target the 1.5 million engineering students in the
country who pass out every year and seek career guidance.

4. EXECUTIVE SUMMARY
• PRODUCT – The product is an android app which provides
user get the most accurate career matches with insightful
developmental plans in their discovery report after the user
completes aptitude test which cover multi - dimensions to
come up with the best suitable career for the user in just a few
minutes.

6. EXECUTIVE SUMMARY
• COURSE OF ACTION – First course of action is mainly app
publicity in social media sites, so that after 10-12 months we
will get a revenue of $4000 per month. After every 4 months
proper updates and recommendation will be taken up and a
marketing campaign at a much larger scale will be launched.

7. SITUATIONAL ANALYSIS

8. COMPANY OVERVIEW
• Our first product will mainly focus on Android based
smartphone Users (114 million in India).
• Achievers will provide accurate career matches with insightful
developmental plans
We all use
Android.

9. MARKET OVERVIEW
I AM THE
LEADER !!

10. OPPORTUNITY
• There are over 1.5 lac schools across India.
• Over 4 Cr. students appears for various competitive exams like CAT
across India.
• Over 80 percent of the Indian students end up making career choices
which the regret later.
• Less than 10% of students undergo any type of career counselling
before choosing a career. Thus almost 100% Market is untapped.
• In India the education counselling and career consulting industry is
mainly unorganized.
• But due to growing awareness among students and parents, this
industry is getting bigger and bigger.
• Career counselling in India is estimated to be around Rs 2000 Cr.
Industry.

11. TARGET MARKET
• Every year over 1,50,000
engineering students who
complete their graduation
from 650 colleges seek
career guidance and
options for a better
career.

12. GOAL
• Our first year goal is to reach 40 thousand
engineering students in the first year with a
conversion rate (free to premium) of 3-4%.
• For earning revenue from free version AdSense will be used
which will provide us $0.25 per click on the advertisement.
We are expecting a revenue of around $50 per month from
advertisements.

14. COLLABORATIONS
• Mentors from different age group and background
will be chosen so that the user feel comfortable in
discussing their problems.
• Mentors will get $2 per hour for the Skype call.
• Connecting with coaching institutes to display their
ads on the app.

15. COMPETITORS

16. DISTRIBUTION
• The product will be distributed through app stores such as :

17. PRODUCT
• Phase 1: Mock Appraisal Process
• Step 1: Data gathering: We’ll ask you the user to fill up a
questionnaire and take a psychometric test on app so that it
helps us get a better understanding of your profile, skills,
professional aspirations and issues you are currently facing.

18. • Phase 2: Career Counselling Call: We’ll get into a skype
call (1hour) to dig deeper into some of the aspects
you’ve shared. As ‘homework’, we will provide you with
some videos related to different career options
available to have a gist of them.
• Phase 3: Wrap-up Call
We’ll review your work-plan and provide additional inputs
in the wrap-up call, so you have a solid strategy road-map
to focus on.
• That completes the end of the basic career counselling
process. However, if you feel the need to get back after a
few months to follow up on the progress, we’ll take that
PAID
VERSION

19. VALUE PROPOSITIONS
• One stop solution for all career related queries on
your smartphone.
• Professional mentors from different categories
available.
• Comes at an affordable cost.
• Video lectures available for exploring new arenas.
• One to One mentoring sessions.
• Life long email updates/news/alerts regarding new
jobs.

21. INFRASTRUCTURE
• Android App will be build by professional which will help to
enhance the user experience through interactive interface.
• Developers will also keep a check on data generated by the
users.
• App updates will take place as and when required according
to the feedback by the users.
• Mentors will be encouraged to answer queries within 24
hours.

22. SCHEDULE
• Selecting people from different backgrounds to promote the
app on social media sites in the first month, around 20 people
will be selected for this particular task.
• Campus ambassadors will be chosen from top colleges in
India so that they can promote the app in their colleges with
the help of WhatsApp groups and posters.
• If all doesn’t go well in the first quarter then on basis of the
data collected a new marketing plan will be designed to reach
more students.

23. DISCLAIMER
• Made by Prarit Agarwal , PDPU Gandhinagar ,
• During a Marketing Internship under
• Prof. Sameer Mathur, IIM LUCKNOW