A stress-free, personalized mystery date planner that utilizes information collected from each user's likes, dislikes, and hobbies to create the most promising date for every couple.

1. Datings apps put too much
pressure on individuals to plan the
“perfect” date.

2. Our Solution...
STRESS-FREE Personalized mystery date planner!
Utilizes information collected from each person’s
likes/dislikes and hobbies to create the MOST
PROMISING date for every couple

3. Agenda
Strategic
Overview
Target Market
Overview
Brand
Development

4. Strategic Overview

5. Mission Statement
Our mission is to eliminate the stress in every interaction and focus
on what truly matters:
The connection.
Vision Statement
We envision a more connected world where people can come
together and enjoy the wonders that their local communities
have to offer.

6. S.M.A.R.T. OBJECTIVE
Alice. aims to have 5% market share for dating apps among
people between the ages of 18-30, within the first 12 months
of launching.
Measurements we will use to assess our success:
● Number of profiles created using emails/facebook
● Increase in Lyft’s market shares
● Number of requests for planned dates

7. CSR
Cause-related Marketing:
ALICE has a social responsibility to prevent sexual assault. Alice
would partner with RAINN, an organization dedicated to
preventing sexual assault and helping survivors.
Societal Marketing Orientation:
Provide services and access to Emergency Hotlines. Promote
open conversation of sexual assault and preventative measures
to all.

8. CSR
Corporate Philanthropy:
FUND events at colleges to discuss the signs and
effects of sexual assault.
Discuss and explain the power of Open
Conversation and Consent to faculty and students.

9. Parent Company
Alice’s parent company is Match
Group
● Match Group subsidiaries:
OkCupid, Tinder, Match.com
● Global Company
● Preventing harassment and
empower users.

10. SWOT
Strengths Weakness
● Partnership with Lyft & Yelp
● Free download
● Futuristic features and design that enhance
the user’s social/romantic life
● Promotes awareness for restaurants and
venues
● Collects data from users through twitter,
instagram, and facebook to offer a unique
tailored experience
● Businesses may no want to participate in our app
● Dates may not always involve a place or
activity they love
● Name Recognition
● Lack of user base
Opportunities Threats
● Increasing interest and social acceptability for
dating apps.
● New developing businesses in different cities
● Big events occurring in cities (concerts, art galleries,
sport games, etc.)
● AI (Artificial Intelligence)
● Cancellation of events, traffic accidents, and
other unforeseen events
● Stigmas that men on dating apps only want
hookups
● Increase in STDs (cognitive dissonance)
● Large competition of dating apps

11. Target Market Overview

12. Marketing Survey
Convenience sample on Facebook
1) First Question: Do you currently use a dating app?
2) If Yes…
a) What dating apps do you use?
b) On a scale of 1 to 5 are you satisfied with your dating app? (1
being extremely unsatisfied and 5 being extremely satisfied)
3) If No…
a) Why don’t you use dating apps?
b) Do you worry that your date might judge you if you plan a bad
date?
4) End Questions: Demographics

13. Marketing Research
Results:

14. Marketing Research

15. Insights
● There is a need for Alice to help plan first
dates.
● 82% of users are interested in an app that
plans dates.
● ALICE can benefit these users with
personalized and unique features:
○ Creating matches AND experiences
○ based off of similar interests.

16. Customer Profile:
Meet Dylan…
● Genuine, handsome, and
affectionate guy, but has
trouble with the ladies.
● Avid dating app user
● Struggles with taking the
initiative

17. Positioning Matrix
Product
Brands
POD 1) Yelp-arrange
restaurants
reservations
2) Lyft pick-ups
and drop-offs
3) Plan events
such as
concerts for
couples
4) Small service
fee for each
date
1) High
Privacy
Protection
2) Individual
Background
research via
Social Media
3) Free
1)Successful
stories
2)Individual
Profile
3)Monthly
Subscription
1)”Swipe
right to
like swipe
left to
pass”
2)Match to
chat
3)Free
1)”Life’s
short, make
the first
move”
2)More
than find
dates but
to grow
networks
3)Free
1)Restaurant
reservations
2)Personalized
Recommendations
based on
preferences
3)Free

18. Perceptual Map
Stress-free
Personalized
Professional
Convenient

19. Associative Network
Stress-free Convenient
Personalized Professional

20. Positioning Statement
To singles who have trouble with first dates, Alice is
an app that allows for stress-free dating through its
ability to analyze profiles and schedule dates in the
most personalized, convenient and professional way
while providing means of transportation to the
unique and perfect date for you and your match.

21. Brand Development

22. Product
Main Services:
● Alice Solo - Experiences for singles
● Alice Couple - Experiences for couples
● Alice Crew - Experiences with your friends
Experiences:
● Feature Experience
○ 2 - 3 Romantic locations
● LUX Experience
○ Upscale restaurants, private
venues, VIP event access

23. Premium
No service fees
Extra daily swipes & favorites
Alice Air
Air

24. Pricing
Feature Experience: $3 service fees
Lux Experience: $6 service fees
Premium users: $10 a month (no fees)
● Pricing Objective: Sales-Oriented
○ 5% Market Share by 2018
● Pricing Strategy: Penetration Pricing
● Seasonal Discounts

25. Place
Channels
● Retailers
Distribution Intensity Level: Intensive
● Apple App Store, Google Play Store, Windows
Marketplace
Non-traditional distribution Channel:
● Drink coasters at bars or restaurants that have
a QR code to download the app

26. Co-Branding
● Co-branding Strategy: Ingredient Branding
● Alice will utilize other services and promote them
● Ingredient companies: Lyft, Yelp, Postmates, AirBnB, JetBlue

27. Product Advertising
● Competitive Product Advertising
● To influence the demand for our up and coming brand
● Convince our users of how unique and innovative we are
● “ALICE is the leading app in its market for
couples to meet in the most romantic & stress free
environment.”

28. Promotional Mix
50%
25%
5%
20%
Social Media
Public Relations
Advertising
Personal Selling

29. Media Campaign
Campaign Objective: To target dating app users and have a 5%
overall share within the dating app market by the beginning of 2019.
Campaign Benefit: Alice is not just a dating app, it is a
revolutionary event planner. That provides users the most convenient
way of interacting with one another, with the most fun and romantic
events, while offering users the best and easiest first date experience
without needing to plan anything.

30. Media Campaign
Appeals: Convenience, Romance, and Fun
Execution: Fantasy
Paid 65%
Owned 20%
Earned 15%
Make that Connection.
Hey you!
Did you know we partner with Lyft to
formulate the best matches and
interactions? Connect with us!
-ALICE

31. Media Mix & Scheduling
Media type: Digital
Media Scheduling: Pulsing
● Holidays (Christmas & Valentines Day)
● Upcoming Events (concerts & games)
Evaluation Through Social Media:
After executing the message we need to evaluate our results by
recording how many users share and like our ads.

32. THANK YOU!
Make that Connection.