Created by NITIN. N , IIT Madras during a Marketing internship under Prof Sameer Mathur , IIM Lucknow

1. An outline of
my marketing
plan

2. Meet
alfred
your personal assistant app , your virtual
wingman and faithful pocket butler

3. But why alfred ?…...
You don’t have to be the world’s greatest
detective to know the answer to that ,
master Bruce

4. Overview of the app

5. Predictive sense
Alfred uses history from
previous purchases , browsing
history , social media uploads ,
online activity and online logs of
the activity that you have
engaged in……..in short, it tries
to know everything about you

6. It observes
what you post
and follow on
social media

7. It observes your
google searches ,
Quora queries , DIY
interests

8. It makes a note
of the places that
you’ve checked into

9. It keeps track of
torrent searches ,
pinterest saves ,
goodreads history ,
imdb searches…….

10. Purchases from
amazon , flipkart
and so on…….

11. So….what does it do with this inside out
knowledge of your interests ?
It predicts your online behaviour and
notifies and assists you with multiple
aspect of your personal and professional
life

12. Your virtual wingman
Alfred scans the vicinity for people who share your
interests and want similar things out of life .
It notifies you and the other person about the both
of you (provided he/she also uses alfred ) and if
both of you like each other , alfred informs both
of you and well…..the rest is up to you (*wink)

13. Your travel guide
When alfred is on tourist mode , it informs you
about places that you might be interested in over
others based on it’s extensive knowledge about you
It informs you about local restaurants , dishes that
fit your budget and lifestyle
Views that you’d kill for based on your instagram
uploads ….

14. That friend of yours who informs you about
the “in-thing”
It keeps track of the latest events ,
experiences , movies , book releases , game
releases and notifies you when there’s
something hip and happening

15. Your virtual butler
Alfred also plays the traditional role of a butler
cum automated “yellow pages” , very efficiently after
analysing services based on vicinity , cost
effectiveness and user reviews

16. The market
overview

17. Competitors
Tinder , happn
Haptik
Google Now , Citymapper
Competition is intense
as alfred covers a
lot of aspects

18. Collaborators
Restaurants , theatres
, pubs , bookstores
Travel agencies , hotels
, event agencies
Imdb , goodreads ,
amazon , flipkart

19. Target customers
Generation X
Generation Y
Early Generation Z

20. Goals

21. The conversion rate
CR for a month = ( ( monthly subscribers for full app)
+ ( monthly subscribers for “pay for what you want” )
) / ( total number of users for that month)
CR = ( (subscribers for full app) + (subscribers for
“pay for what you want” ) ) / ( total number of
users)

22. The overall target
conversion rate is
about 10% in about
a year

23. Strategy

24. The target market

25. Millennials : this segment
of the market consists of
young working adults who
are much more tech savvy
than the preceding
generation

26. Value proposition : alfred
offers them the opportunity to
connect to people with similar
interests like no other app , and
if there is one thing that is
essential to millennials , it is
connectivity

27. Early generation Z : these
young adults live lives that
revolve around technology
and depend on apps like
these to a greater extent
than any other generation

28. Value proposition :
alfred offers them
the ability to stay in
touch with the trends with
minimum effort

29. Business executives : Time is of
the essence to them and
making life automated is of
importance to their work ethic

30. Value proposition : alfred is a highly
efficient and automated system that
keeps track of schedules for you and
sets reminders , alerts and alarms by
analysing past history

31. Hitchhikers and
tourists

32. Value proposition: alfred
provides a one stop solution to
every traveller’s need , from
connecting the user to hotels ,
venues , events to notifying
them about potential selfie
spots

33. Or just anyone who wants to
live life to the fullest !!!!

34. Collaborators

35. Restaurants , theatres , pubs ,
malls or any large scale
commercial organisation

36. Value proposition : alfred
provides greater visibility to
these services , it is a symbiotic
relationship where both parties
benefit mutually

37. Online marketing entities :
Amazon , Flipkart , snapdeal ,
quikr , OLX etc

38. Value proposition :
these entities will have
greater online traffic
diverted towards them
through the automated
system that alfred
offers

39. Social media : facebook ,
twitter , instagram etc…
Opinion sharing apps : imdb
, goodreads etc

40. Value proposition : it
streamlines online
traffic towards these
online entities

41. Brand building strategies

42. Product brand
The name alfred is synonymous with reliability ,
trustworthiness and the warm fuzzy feeling that you
get when you see alfred in the batcave
One of the key features of the brand’s identity
would be simplicity

43. Cost structure
20$ for a lifetime subscription , 5$ per
month , for the entire app
Under the “pay for what you want” scheme
7$ for lifetime subscription and 3$ per
month for every 2 aspects of the app

44. Product elements (Symbology)
Butler (cold , calculatingly efficient)
Pocket guide (handy , concise)
Wingman and friend (reliable , hip , trendy )

45. The free version
The basic functions of the apps from which it
derives are meant to be free . The free version of
the app uses previous info of the same user to provide
notifications about trends , offers , experiences ,
people , events and services based on the current
location of the user

46. The premium version
The premium app uses the history and search preferences of the user to make more
precise decisions than the free app . It also cross references the history of other
users that have similar interests to make more informed decisions for the user . It
does not provide services only based on the options in the immediate vicinity (however
, it is the most important factor) , it provides an interactive map that allows the
user to keep track of things globally as well as in places that the user has checked in
. It allows the user to register automatically for services and set appointments
automatically using user information (with security in place) based on a very accurate
analysis of the user history whereas the free version only provides info and
notifications whereas registration and booking will have to be done manually
Since the app involves multiple services , a “pay for what you want only” scheme can
be introduced

47. Communication
Traditional modes of communication (print and electronic media)
Publicity and product oriented marketing campaigns by tying up with
collaborators
( for example : restaurants could publicise the app by introducing a
scheme that app users who have stumbled on the restaurant using an
app code )
Referral campaigns that award users who refer the app to others

48. Distribution
Traditional app stores like google playstore and apple
itunes
Apk versions in licensed apk providers
The app link can be publicised in the promotional
material of the collaborators

49. Company team infrastructure
Backend and frontend coders who are responsible for
creating and maintaining the apps user interface
Big data analysts who are in charge of maintaining
the raw data and the massive database that the
app will have to maintain

50. Creative content writers
Publicity strategists , who work with the content
writers to come up with promotional media
The outreach team , who negotiate with
collaborators

51. Schedule
The backend and frontend developers work on the app structure and
interface and later flesh out the remaining with the help of the data
analysts
The outreach team bring in collaborators who work in tandem with the
team that is working on the app database
The content creators work with the strategists to create promotional
media , the entire process should take about a year and a half , as
reaching out to collaborators and building a network is a time consuming
process

52. Created by NITIN. N , IIT Madras during a
Marketing internship under Prof Sameer
Mathur , IIM Lucknow
Image sources :
Shutterstock , google images
DISCLAIMER