House That! is a startup that aims to provide a smoother flow of information between consumers and suppliers in the housing industry through an Android app. It currently focuses on extensive market research and app development. The app will serve both elite and middle-income customers by offering premium and free services. The company's goals are to bridge consumers and housing agents through an easy-to-use app and generate revenue through commissions from connecting buyers and sellers. Its tactics include segmenting products and services, building brand image, and attracting quality service providers through the app platform.

1. House That!
A Marketing Plan
for an Android App
Final Internship Project under Prof.
Sameer Mathur.

3. Who are we?
‘House That?’ is a start up organization which aims at
providing a smoother flow of information between a larger
consumer and supplier base in the housing industry.
It targets the rising competition to gain a stable share in the
economy.
The course of action for the company primarily is to gather
investments and advertise extensively.

5. Where do we stand?
Currently, the company has been devoting it’s time to
extensive market research to gain an edge over the others.
The market reports have found that as compared to its
competitors, House That? has a more segmented product line
with the premium and free versions demarcating the line in
the two target groups.
Additional investment in application development gives the
company a big advantage due to the ease of use.

6. Who are we
competing
against?
• The home services industry in India
is growing rapidly with about 69
startups founded in 2014 alone.
Players include HouseJoy, Zimmber,
near.in and many others which
provide home services like
plumbing, painting, electrical
service, laundry, pest control.
• With an increasing business flow in
this sector it is not difficult for
prospective companies to identify
the market potential. It is important
that House That? takes a step
forward in advertising to make its
product stand apart.

7. Who do we serve?
Since the android application is designed in a
way that clearly segments out the customers in
every group, we aim at serving the elite as well
as the middle income class of the population.
The elites have been targeting in the premium
sector. These are the group of people who
usually like using tailor made products and
hence we shall pay more attention to them at a
certain premium price.
Every middle class family has problems with
usual household facilities frequently and we aim
at serving them from our free section.

8. Goal of the
Company

9. Why do we do it?
Why?
It has become a very difficult problem to manage
individual contact with various housing agents and
to accommodate time for it from the machine-like
routines of our daily lives seems to be an
unweighted trade off.
House That? aims at bridging the two ends. Any
problem starting from plumbing to house
developing shall be just a we touches away with
our app.
With property being one of the safest investments,
our company aims at justly making our share out of
it.

10. Strategic
Course

11. Customers
The company shall serve two classes of customers- the Elite
and the Middle Class.
Needs of the Elite-
Tailor made products at a premium range.
Quality focused.
Needs of the Common-
On call basis household services.
Cheaper rates of service.

12. Collaborators
House that? will be primarily
targeting the
Small scale producers and
suppliers.
There shall be listing of
companies on the application
through which the customers will
interact with the suppliers.
Collaborations with e-commerce
websites in the range of housing
products will be a good
investment in order to reach a
wider customer base.

13. Competition
Rapidly growing industry with
start-ups acknowledging the
market potential.
To truly understand how
consumers have opened up the
concept of hiring on-demand
services, one needs to take a look
at the number of daily
transactions query log of these
startups.
Majority of the companies are still
at the website phase and
therefore it is important that
House That? catches up with
speedy developments.

14. Context
In a world with such fast moving lives,
attention to minor details like leakages in
taps or an electric line failure seem to take
away a lot of time and it is therefore,
important to address this issue.
If there is a good time to develop an idea
based on an app then now is it!
Booming technological progress.
Delay = Loss of Market Share
The current scenario seems to be the best
trade off.

16. What do we serve and to whom?
Value
Proposition
Customers Collaborators Company

17. Customers
• Ease of Use
• Speedy Service
• Cheaper Rates
• Segmented Product Line
1
Collaborators
• Wider data base
• Advertisement
• Revenue from registering on the app
(freelancing plumber, technicians etc.)
• Additional benefits of high quality
service
2
Company (Stakeholders and
Employees)
• Building a stable brand image
• Higher Dividends
• Good Employer-Employee relations
• Better work environment
3
Unique Selling Points of House That?

18. Tactics

19. Product
• Our product is a service much needed in the urbanized areas.
• A wide range of options regarding housing facilities.
• Start from the scratch options for house development.
• Segmented Application on Android.
• Contact selling on the App.
• Connecting buyers and sellers.

20. Brand Image
Logo
Tagline
We build what you
imagine.

21. Communication and
Distribution
• HOUSE THAT? is an internet service marketplace that
connects customers to service professionals. The
marketing strategy is to connect more number of
customers to use this platform .
• The strategy is more of data driven . The aim is not only to
market the services to consumers but to invite and attract
quality service providers.
• We will be launching advertisements in various places like
billboards, websites, phone applications and television.

23. Revenue
• Primarily our source of income would be by taking a certain
percentage of money received by the contractors and construction
companies from the costumers.
• This percentage would be the commission the company would
receive for the services provided.

24. Logistics
• In the first year, the company will start its
operations by putting up a head office in
Delhi and hiring a shared server.
• It will run its operations with the help of a
vocationally and technically skilled
workforce ranging between 20-30
personnel divided in various department.
• The management will be a mixture of
technical experts with 5-10 years. Servers
will be hired/ bought in Gurgaon and
Bangalore.

25. Disclaimer
This presentation is created by Pratik Sanghvi, St. Xavier’s
College, Kolkata, during an internship under the guidance of Prof.
Sameer Mathur, IIM Lucknow.