Booksol is launching an app to provide an affordable platform for buying, selling, and renting used books. It aims to capitalize on India's growing book market and literacy rates. The app will offer a large selection of books across many topics at cheaper prices than traditional retailers. Users can also earn money by selling unwanted books or renting books they no longer need. Premium features like expert recommendations and access to rare books will help users find interesting titles. The app seeks to become the preferred destination for book-related activities among students and professionals aged 15-40.

1. BOOKSOL
Marketing Plan

2. 1.
EXECUTIVE
SUMMARY

3. The Indian Book market is worth Rs261 billion, which makes it
the sixth largest in the world. The strength of the Indian
market lies in the country’s increasing literacy rate and a
recent splurge in readers .
However, cost of textbooks and other course material are
rising significantly and for students or professionals looking to
expand their horizons, the bill for these comes out to be
shocking.
Introducing BOOKSOL ,an all in one app which aims to
provide readers with the opportunity to buy and rent used
books at a cheaper price and make their reading experience
enjoyable.

4. Offers a unique
opportunity to its
users to pick up
books, articles and
other material from
the expert
recommendations
section for various
fields along with our
rare books and limited
edition books
collection.
.

5. We further aspire to
boost reading skills
economically and
play an integral role
in this rapidly
changing book
market.

6. 2.
SITUATION
ANALYSIS

7. 2.1
COMPANY
OVERVIEW

8. CORE COMPETENCIES
•Extensive database collected through reliable sources
presenting impressive number of options, with user reviews
and ratings.
•Excellent user friendly interface.
•Enhanced customer satisfaction and value through expert
recommendation and free return shipping.
•Added incentives and offers for users.
•Tie up with local bookstores and publishing houses.
•Adoption of latest data analytics techniques to recommend
books based on the study of user activity.

9. CURRENT PRODUCT LINE
•Variety of reading material available ranging from
textbooks, novels, books on economics ,philosophy ,
literature and many other fields , comics and rare special
edition books.
•Features include –
•Sell - Sellers can list for free and earn extra cash.
•Buy – Buyers can select from a wide range of material at a
cheaper price.
•Rent – Users can rent books for some time period and
then return them back with free shipping and some
additional cashback.
•Donate – Users are encouraged to donate books and help
increase our collection.

10. CURRENT PRODUCT LINE
•Premium features –
•Expert recommendation which saves time
and energy.
•Access to old rare limited edition books.

11. MARKET POSITONING
Booksol will be positioned as the favored destination
for selling buying and renting books and other reading
material by people in the age group of 15 – 40 who
want to get some extra cash and get access to all sorts
of reading material in a hassle free and economic way.
The app has to garner attention in the highly
competitive book industry.

12. 2.2 MARKET
OVERVIEW

13. Competitors
• Booksol faces competition from more region specific
brands like Bookchor, Pustakosh and larger global brands
like Amazon etc in the following segments.
Free shipping and
quick delivery
Wide variety of
options
Uses data
analytics for
recommendations

14. Threats Opportunities
Tough competition from
global brands like Amazon
etc.
Increasing trend in the
online digital content
industry.
Lack of innovation in future.
Diversifying into other areas.
Stepping into the online e-
book industry.
Innovating newer
technologies.
Partnering with larger
bookstores and literary
events.

15. 2.3 TARGET
SEGMENT

16. Students
Working Class
Other
Based on the reading survey, target
customers are demographically
segmented.
The target customers include –
•Age 15 – 25 Students
•Age 25- 40 Working professionals

17. 3.
GOAL

18. At least 5000 visitors daily
+ 500 sellers listed
Valuation of minimum 1
million USD according to
user traffic
Generate monthly revenue
of $50,000 USD
Conversion rates between
1.5 to 2%
At least 50000+ visitors
daily + 5000 users listed
Generate monthly revenue
of $100,000 USD
500,000 users +
10,000 sellers

19. 4.
STRATEGY

20. 4.1
TARGET
MARKET

21. Customer Needs/Wants
•To acquire books and reading material in a hassle free and cheaper
way.
•Rent a book to avoid hoarding stuff.
•Explore newer ways of interest easily.
•Get access to wide range of information sources.
•An opportunity to develop a regular reading habit, improve
vocabulary and broaden the mind.
•Earn extra cash by selling unwanted books.
•Receive expert recommendation thus, saving time and energy.

22. COLLABORATORS
•Suppliers – Local bookstores, publishers as well as
individuals
•Channel members – Mobile app stores including
Google play store and Apple app store
•Communication Partners – Brands/companies
who’ll sponsor the app and advertise their products
through display ads etc.
Social media sites like facebook, twitter,storypick
via which the app would try to garner attention.

23. KEY STAKEHOLDERS
Key stakeholders include:
•Suppliers
•Investors
•Users
•Employees

24. Apps Point of Parity
•Extensive database
•Own delivery network
•Trustworthy buyers and sellers
•Recommendation based
technology
Apps Point of Difference
•Variety of all sorts of reading material
•Based on Freemium model which
includes key features like
-Expert recommendation
-Rare limited edition book
•User ratings and reviews
•Latest data analytics techniques
•User friendly interface
•Excellent offers and incentives to both
buyers and sellers

25. 4.2 Value
Proposition

26. To Customers
• Earn extra cash by
selling unwanted
books.
• Get access to variety
of information
material in an
economic way.
• The app has a user
friendly interface.
• Get expert
recommendation
• Opportunity to
acquire rare limited
edition books.
To Collaborators
• A well managed
rapidly growing
app with more
downloads
everyday.
• Successfully
competing with
other major
players in the
industry.
• A large and a
diverse user base.
To Company
• Employees – perfect
work culture ,good
pay, growth
potential,
opportunity to
pursue interests,
job security
• Investors – regular
filing of returns
,future growth
potential, financial
stability, profitable
and large user base

27. 5.
TACTICS

28. 5.1 PRODUCT

29. FREE
FEATURES
PREMIUM
FEATURES
•Free listing for sellers.
•Excerpts from books can
be read for free.
•User friendly interface.
•Easy access to extensive
database covering topics on
courses , poetry, literature
etc.
•User can rate the books
and write down reviews.
•Users can seek expert
recommendation and
save time and energy.
•Get the unique
opportunity to acquire
rare limited edition
books.

30. 5.2 BRAND

31. BOOKSOL – “ Shoo away all
your book troubles”.
Booksol stands for solutions to all
book related troubles. It is a
bookstore where one can easily buy
all sorts of used reading material
ranging from books to comics.
The brand’s essence lies with its
desire to maintain quality, variety
and a universal appeal to its
product.

32. 5.3 PRICE

33. •Most features would be free with in app
purchases at a nominal price .
•It will be priced at $9.99 per month.
•This is because almost everybody has to go
through the troubles of referring to various
resources before selecting a book about a certain
field and expert recommendation would save
time.
•The opportunity to purchase limited edition
books are not easy to come along .

34. 5.4
COMMUNICATION

35. •Online advertisements through facebook, twitter other social
media platforms.
•Use traditional form of marketing including word of mouth
•Subtly featuring app in emails ,messages and posts.
•Through blogs and company website.
•Featured on mobile app review sites.
• Incorporating news of book exhibitions, literary events
around the town.
•Greater incentives to customers through offers like 50%
discount for larger listings, 60% off on notable authors etc.

36. 5.5
DISTRIBUTION

37. Book
sol
Google
play store
Apple app
store
Windows
app store
Referral
codes
Book sol
website

38. 6.
IMPLEMENTATION

39. 6.1
INFRASTRUCTURE

40. CEO
Chief
marketing
head
Chief
Technology
Head
Chief
finance
head
Chief
PR
Head
Chief Customer
Relations head
App
Development
team
Chief Business
development
head
Analytics
team
Marketing
team
Strategy
team
BD
team
PR
team
Customer
service
team
Finance
team
Legal
team
Chief
Legal
Head
ORGANISATIONAL
STRUCTURE

41. 6.2 PROCESSES

42. Develop strategies for future expansion
Maintain financial performance
Managing Integrated Marketing Channels while following Holistic Marketing organization
Setting up product strategy and developing pricing strategy
Identifying target market and setting up Strategic business units
App development and testing
Analyzing business markets and defining android app’s mission
Scan market environment and analyzing consumer surveys

44. DISCLAIMER
Created by Shruti
Sinha, DTU DELHI,
during a marketing
internship by Prof.
Sameer Mathur, IIM
Lucknow.