Android App business plan.

1. Developing a Marketing Plan for an Android App
PARTAGE

2. TABLE OF CONTENTS:
1. Executive Summary
(i) Company overview
(ii) Current Situation
(iii) Company’s Goal
(iv) Proposed course of action
2. Situational Analysis
(i) Overview
(ii) Industry served
(iii) Market environment
(iv) Customers served
(v) Competitors

3. 3. Strategic Marketing Plan
(i) Identification of target market
(ii) Value proposition offered
4. Tactics
5. Implementation
6. Expected Revenue Generation
7. Summary

4. Executive Summary
What is Partage?
Partage is a Limited Liability Partnership
created in the world that is allowing people to
come closer to each other, striving towards the
ultimate goal of achieving global community.

5. We look towards offering ways
for people to interact closely with
each other in an environment
that brings forward the positivity
that comes with healthy human
interactions.

6. PARTAGE
‘FASHION ENSEMBLE’

7. Current situation
The concept of social networks has developed to a stage where your contacts are
available to you wherever you are, but these interactions end up staying limited
to the digital world, a gap which we envision to bridge.

8. Company’s
goal
To create platforms which
help in creating a global
community of people with
shared interests, who can
reach out to each other
irrespective of the
geographical distance.

9. Proposed course of action
Partage is built on one basic sentiment– ‘Sharing’.
In a bid to create a global community based on strong bonds and personal
intercommunication, it aims to bring this idea to fruition in its most powerful
form possible by utilizing technology.

10. Situation analysis
General Overview
Fashion cycles are
getting shorter and
shorter day by day.

11. There is an ever
growing need of
following the latest
trends

12. People are
averse to
repeatedly
using the same
outfits

13. They need a method to gain access to a variety of apparel that
is way more expansive than their wardrobes, as well as make
better use of the items lying idle there.

14. We take a step forward
and present you a
social sharing network
that will offer people a
platform to connect
with each other and be
able to share their
apparel and accessories
with their friends
online.

15. Industry served
Partage comes under Fashion industry.
A multibillion-dollar global enterprise devoted to the business
of making and selling clothes, it has transitioned to become
extremely technology savvy and digitally focused.

16. Many retailers have now progressed through the
first stage of e-commerce retailing by creating
visually appealing online stores, integrating
payment gateways and offering extremely
efficient delivery logistics.

17. Online shopping has made it simple for customers to shop around,
compare products and receive advice.
Gradually they have become cautious with their spending power on
these services.
Not all products are meant for all the customers. Due to this and
today’s market scenario, we have segregated our target market by
age, lifestyle and location.

18. Market Environment
Technology has reduced transaction costs, making sharing assets
cheaper and easier than ever—and therefore possible on a much larger
scale. The big change is the availability of more data about people and
things, which allows physical assets to be disaggregated and consumed
as services.

19. The kind of business we are entering into is the sharing economy
industry. Presently, the consumer peer-to-peer rental market alone is
worth $26 billion.

20. Peer-to-peer marketing works for items that
are expensive to buy and are widely owned by
people who do not make full use of them.
Although Bedrooms and cars are the most
obvious examples, but now you can also rent
apparels and accessories as well thus providing
people an access to ownership

21. THUS, SHARING ECONOMY
LUCRATIVE VULNERABLE
WHY? TRUST!
We help you start out by
lending and borrowing
your shoes, accessories and
bags because they are not
as dear to a person as
clothes are!
A look at the statistics:
64% of consumers have heard
of the sharing or peer-to-peer
economy
39% have used a sharing
economy service
86% were more likely or much
more likely to participate in the
sharing economy if the people
involved pass a background
check.

22. COMPANY'S CORE COMPETENCIES AND
STRATEGIC ASSETS
The network will be available both on the Web as well as all major
mobile platforms.
Aims at helping people create an online community where they can
find and offer their high end apparel and accessory pieces for rent
at affordable prices.

23. We help people find better use of their wardrobe
and the investment made into building it that is
not being used to its full potential, as of now.
We help them find the right products they need
for a short duration of time.

24. Demographic
Young and middle aged men and women in
the range of 16-40 years old, who take the
repeats of their clothes very seriously and
find it to be boring after some extent.
Target customers

25. Psychographic
Often people avoid
repeating their clothes
after getting
photographed in them
once

26. Geographic
To begin with we are concentrating
on two metro cities: Delhi and
Mumbai. With the teenagers and
college goers being too much of
party people, they often find the
need to buy new clothes for events

27. Generic segment
People who can lend and borrow expensive clothes of
weddings, which are usually less frequently re-used thus
connecting people and bring into use their idle lying assets.

28. Competitors
To rent apparel and/or accessories, people currently have options in a few major cities
online as well as through the physical stores of those organizations, such as Wrapd.
In the target market considered, the following services are available for renting out
clothes:
Stage3
Flyrobe
Wrapd
LibeRent
Swishlist
TheClothingRental
Dress Like Celebrity

29. Although these organizations concentrate on a B2C marketing, our
App would provide a peer-to-peer marketing and thus a direct
C2C experience.

30. POP
1. An online fashion portal which
brings a lot of convenience in
terms of usage.
2. Connects the right people (of
the same age) who wish to stay
updated with the modern day
trends.
3. Connects to people from the
similar geographic segment.
4. Enables them to utilise the
features, provided by the App ,at
just a fraction of the actual MRP,
thus leaving them with a number
of options to choose from.

31. POD
1. Our competitors choose B2C
marketing concept, we choose C2C/
peer-to-peer marketing strategy.
2. Based on one basic sentiment:
'Sharing'. By this we aim to create a
global community based on strong bonds
thus enabling people to make new
connections and add unique value to
their lives.
3. Meeting our consumers' constructive,
emotional & psychological needs.
4. Providing people personalized
recommendations thus giving them
options of following some people who
share similar interests,
5. Sharing of designer clothes, western
apparel, shoes, accessories.

32. 1. Diversity of products
2. Relatively low Competitive
pricing
3. Auxiliary services such as
transportation, cleaning
4. Customer engagement at
an emotional and
psychological level than just
the constructive level.
STRENGTHS

33. WEAKNESSES
1. Clothes are just a one time use, can’t
buy them if you like.
2. Trust needs to be developed within
consumers .
3. Because C2C marketing, limited
number of products available.
4. Users need to spend time in searching
for the product they wish to go with.

34. OPPORTUNITIES
1. Facilitates a social media
platform thereby attracting
users to make more
connections.
2. Video tutorials and styling tips
might involve more customer
engagement.
3. Can gain a large customer
base and thus be at par with
leading members in the
industry.
4. Can be expanded to other
products later once the
growth is realized.

35. THREATs
Customers need to take the risk of
lending away their clothes and not be
wary of damages or losses. If
however, there are trust issues, it
might affect the plan as a whole.

36. STRATEGIC MARKETING PLAN
KEY PEOPLE INVOLVED:
• Customers
• Collaborators
i) Channel members(members involved in supply chain)
ii) Communication partners(bloggers)

37. FOR CUSTOMERS
The service that Partage offers is targeted at
the ever growing population of fashion
conscious individuals who realize their need
for staying updated in terms of fashion, as
well as the importance of friends in helping
one get the right look for every occasion. .
Role and Value
propositions:

38. Our platform is a social
network platform that
allows a high degree of
user interaction as well as
interaction with fashion
experts and bloggers.
This, combined with the
efficiency in product
search and availability by
exchange among one’s
online friends saves time
& effort on the part of the
user

39. Laundry, inspection, courier
and insurance services add to
the facilities.
Additional Features in the
premium version

40. A chance to meet
your favourite
fashion blogger
and learn about
the latest fashion
trends and styling
techniques.
A chance to enter
into our Club :
‘COTERIE’ and
gain a
membership
access

41. FOR FASHION BLOGGERS:
Fashion bloggers across the world interact with the users
Create and build their readership, while providing users with the fashion tips and
guidelines.
Thus they get more instantly recognized for their work.

42. For channel members:
Effective supply chain
management.
Their compensation would be
maintained as per the needs and
wants of customers.

43. SOCIOCULTURAL AND PSYCHOLOGICAL
CONTEXT
C2C marketing results in developing connections that can last for a
lifetime. This is further enhanced by our club that will be accessible to
premium users. The club would be named Coterie.
‘Coterie’ is derived from the French language.
‘Kote’ derived from German
It indicates ‘an intimate, and often exclusive, group of persons with a
unifying common interest or purpose’

44. TACTICS
PRODUCT
Ranges from shoes to
clothes to even
accessories.
Things can be
exchanged not only for
parties/events/outings,
but also purposes like
weddings, dance,
singing competitions
etc..

45. PRICE
Set by the lenders themselves.
Pleases both the sides; borrowers can gain
the control and receive the best possible
price for an item, while lenders can make a
good margin due to the site’s efficiency and
wide-reach.
Moreover borrowers can opt for courier
services and/or laundry/dryclean services.

46. SERVICE
The service aims at offering the following benefits to its users
• A social network platform to connect people bearing common interests and
tastes in fashion.
• Build a personalized social account & see and follow other users’ profiles.
• A stage for the various fashion bloggers across the world that helps them
interact with the users and provide them with the fashion tips.
• Upload and share content related to your wardrobe for your friends
• Providing information by images and videos complete with details about
– Size and dimensions
– Item description
– Date of purchase
– Quality and Trivia

47. • Look into closets of your friends.
• Every item you like will be saved in
your “items of interest section”
• Personalized recommendations to
follow people on the basis of analysis
of your “items of interest section” by
our creative and styling department.
• Review and rate each other as a
borrower or a lender at different
levels

48. • To streamline the process of
transporting the items, the platform
would provide courier services at
nominal charges and deliver the
articles within a short period, if opted
for.
• Insurance of every article that is
exchanged to ensure the owners can
give away their items without
worrying about losses and/or damages.
• Inspection of the articles post use by
options of getting their products
washed and ironed perfectly to save
the lender from the hassle, if opted
for..

49. Incentives
With the spread of information of our App on social
media like Facebook, after reaching a threshold level of
invitations to friends, people would be granted vouchers
for Salon thus helping them out to enhance their beauty
even more.
The more the invitations, the better the price of the
voucher.

50. On the basis of frequency of lending the personal
belongings people will start earning virtual gold coins
and will be awarded cashbacks on three consecutive
purchases made by them once they reach a specific
threshold level.
20 coins= 5% cashback and so on.
Ensures exchange becomes a two-sided affair and more
customer base develops.

51. COMMUNICATION
The medium that our company has adopted for advertising and
promoting our app is social media marketing and advertising along
with the development of fully functional and mobile friendly website
which would act as a one of the greatest assets to promote the app.

52. In addition to including our app on our website, another promotion
strategy is including the app in scheduled blog post which can be done
by creating a complete blog post solely about our app.
That includes complete story about the app and the purpose behind it
along with links, screenshots and videos for a better understanding.

53. An effective supply chain
management works in our
business.
1. Self service [NOT
CHARGEABLE]
2. Courier : Chargeable
Laundry charges will be taken
care by the company
Laundry NO YES
Courier NO YES
1 2
DISTRIBUTION

54. IMPLEMENTATION
The team comprises of the financial, marketing, logistics,
operations, technical, customer care service and supply chain
department, and apart from that we will have a creative
department as well, comprising of people from design field so that
they provide personalized recommendations to people thus
enhancing more customer engagement..

55. The plan shall begin with
the promotion of the App
on the social media sites
and spread of the word via
social media itself.
Creation of blog posts
would aid to the process.

56. Post the pretesting of the App, the App shall be finally released and more
customers would come in touch with the same as more invites would be
sent across such platforms.
Gradually, we shall add more features and improvise the App by
introducing new target segments, expansion into new categories, and
collaborations if any.

57. Expected Revenue Generation
There are a number of ways by which revenue is expected
to come.
1. With the spread of invites across Facebook , once they
reach a threshold level, the customers are granted vouchers
for Salon. Since we give away Vouchers for Salon and bring
those companies into the minds of consumers, we assist in
their marketing. Naturally we can expect commission from
the Salon for the same.
2. Every time the transaction occurs, the percentage of
amount that we receive depends upon the demand of the
product. The more the number of likes on a product, the
more the margin of percentage we set on the particular
product.

58. 3. With the customer engagement strategy in a two-sided
manner(coins and cashback), we naturally encourage more
purchase and more sale by the customers, thus in both the cases
our revenue will be generated.
4. With fashion bloggers given a chance to increase their
recognition and fan base, we will further be paid.

59. Summary
Executive summary Situation Analysis Marketing plan
Tactics Implementation Expected Revenue

60. The following slides are created by Isbah Ajaz during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.
Thank You
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