This document provides a marketing plan for a new Android app called BookTopia, which aims to connect people interested in lending and borrowing books. The plan outlines the company overview, strategic assets, target customers and segments, opportunities and threats. It proposes a freemium pricing model with free and premium subscriptions. The marketing strategies include generating awareness through book clubs and ambassadors, and leveraging social media, ads and partnerships. The plan estimates annual traffic, revenue goals and timelines to establish the brand as a leading online book lending platform.

1. Marketing Plan for a New
AndroidApp- BookTopia
ALLPPT.com _ Free PowerPoint Templates, Diagrams and Charts

3. • Non-availability of books in libraries.
• Too expensive books.
• Love for the feel of paper in hands, but
can’t find one.
• Too lazy to go to library!

5. Solution- BookTopia!
• Online Book Lending Platform.
• Connects people with books they want
to read.

8. Company Overview

9. Core Competencies
• An online P2Pbook lending/renting platform.
• Connects you to other people who are interested in len
-ding the book(s) you might want.
• Based on three levels- Intra-society, inter-society
and inter-city.
• Smart algorithm to judge your mood on the basis
of your recent internet searches and displays the
results accordingly.
• Choose a book on the base of your mood, genre on
the basis of online-verified reviews from authors
and reviewers.

10. StrategicAssets
• In-app purchases, in keeping with Freemium
model.
• Paid reviews on upcoming books.
• In-app advertisements, to generate revenue.
• Communication Partners.
• Data mining from the patterns and trends gen
-erated.

11. Market Overview

12. Target Customers
• College Communities
• Townships
• Metropolitan Cities

13. Target SegmentAnalysis
• Measurable: Size, purchasing power and characterist
-ics can be measured.
• Substantial: Large and profitable enough to serve.
• Accessible: Can be effectively reached and served.
• Differentiable: Responds differently to different mar
-keting mix elements.
• Actionable: Effective programs can be formulated to
attract it and serve it.

14. Potential Competitors
• No potential competitors yet in the market.
• Small city-scale services like bookreads.com,
etc exist, but unknown amongst masses.

15. Opportunities
• Completely untapped market.
• No competitors.
• First-to-enter advantage.
• No major initial investments needed.

16. Threats
• Total reliability on the behaviour of the custo-
mers to take proper care of lent books.
• Customers might not want to share/lend their
books to the unknown.c

18. • Annual traffic generation of at least 1 million
hits on the app per month.
• Revenue generation of $200,000 in the first ye
-ar from the ad sales.
• Revenue generation of $150,000 from the paid
book reviews from publishers and authors.
• Successful free--->premium conversation rate
of ~7-10%.
• Establishment of the company as premium an
-d foremost brand in the sector.
For the 1st year-

20. • An intra-community buildup for various colleg
-es, universities and townships to build awaren
-ess among GenX.
• Allowing exchange of books via the platform
on a predefined tenure (for free version).
• Charging of a substantial security fee for every
book borrowed.

22. • Free exchange of books* desired to be read
among each other.
• Gauranteed security of the book lent.
• Participate in the BookTopia forum cumminty
where the reviews and opinions on books can
be exchanged.
To Consumers

23. • Aplatform to promote their upcoming books
& publications.
• Apublic reachout source.To Collaborators

24. • Positive work environment
• Good pay
• Growth potential
• Opportunity to pursue interests
To Company

26. –Free
§ 3 books can be borrowed per month.
§ Nominal delivery charges for inter-
community exchanges.
– Premium
§ Unlimited books can be borrowed.
§ Free delivery.
§ Complete refund for the book if lost/not returned.
§ Complimentary Coupons/Vouchers from various
publishing houses.
§ Ad-free experience.

28. BookTopia- Lend, Re
-ad, Share!
• Core Brand Values-
Sincerity
Devotion
Building New Friendships

30. • Free Version to generate traffic, and increase
the number of customer base.
• Premium at $6.99/month, $69.99/year to keep
the prices well within affordable range of
GenY.

32. • Book borrowing for inter-communities.
• If desired, book can also be sold.
• Review the book!USP

34. • Price-reduction at times.
• Cash rebates.
• Gifting vouchers for various publishers.

36. • Organisation of book clubs in various
communities.
• Ambassadors in communities.
• Print advertisements.
• Publicity via Social Media.
• Google-Ads.

40. • Development of the app for the launch.
• Acquiring ambassadors in various target
communities and make people aware of the
product.
• Encourage a book sharing/lending attitude
in the target sector via book-clubs, meetsup-
s, and so on.

42. Task Lead Time
Market Research 2 months
Analysis of Consumer and Business Markets 1 .5 months
Crafting Market Positioning 3 weeks
Setting up Strategic Business Unit 3 months
Setting Product Strategy 2.5 weeks
Developing Pricing Strategies 2 weeks
Designing Integrated Marketing Channels 2 weeks
Designing IMC Channels 2 weeks

44. Disclaimer
This presentation was made as a part of the
Marketing Management Intenship under Prof.
Sameer Mathur, IIM Lucknow by Rachit
Agrawal, BITS Pilani.