This document summarizes information about Dubai and plans for a mobile app called "Dubai Made Easy". It includes the following key points: - Dubai has seen steady increases in international passenger traffic and tourism from 2008-2018. Customer segmentation data from 2014-2016 shows most visitors and residents are non-Emirati. - The proposed app will contain rules and information to make Dubai more accessible and easy for non-Emiratis. It will use a freemium model and be advertised on billboards and through partnerships. - A cost-benefit analysis shows the app may have a small initial loss, but has potential for profit through advertising revenue and fees for in-app queries once

1. Dubai rules
- “Dubai Made Easy”

2. NEED
RECOGNITION
Dubai
Market Research & Environment Scanning
Primary Data Secondary Data
0
2
4
6
8
10
1 2 3 4 5
Knowledge of Rules
Years in Dubai
Rating
0
50000000
100000000
2008 2010 2012 2014 2016 2018
International Passenger
Traffic
Intl
Passenger…

3. Customer Segmentation, Targeting &
PositioningTarget Segmentation
Year Emiratis Non -
Emiratis
Total %
Emiratis
% Non -
Emiratis
2014 212,000 2,115,350 2,327,350 9.10 90.89
2015 222,875 2,233,800 2,446,675 9.10 91.29
2016 233,430 2,465,170 2,698,600 8.65 91.34
8.49 9.3 9.9
11
12.8
14.2
14.9
16.4
17.3775
18.545
19.7125
0
5
10
15
20
25
2008 2010 2012 2014 2016 2018 2020 2022
Tourist Traffic (In millions)
Tourist Traffic (In millions)
Easy to use
B
r
a
n
d
p
e
r
c
e
p
t
i
o
n
One Stop
Solution
Credible

4. Competitors Analysis
Competitor Specific Features
Guide2dubai Lifestyle, Travelling
Dubai Guide Personal interpretation
Expat Echo Dubai Limited Presence on mobile app
That Dubai site Guide towards lifestyle, eating joint
Visit Dubai Travelling based website
Dubai Land.gov Land rules

5. Popularity
Credibility
Value Creation
Cost

6. Marketing Plan
Price Promotion
Place
Mission-To create a market of an app which blends all the rules required in the
normal functioning of a non-Emirati in an Emirati Nation.
Vision- To make Dubai more easy and accessible for rules as our tagline says
“Dubai Made Easy”
Freemium Model
Bill Boards
Dubai Govt.
Etisalat
Dubai
Rule Based App

7. SWOT ANALYSIS

8. CostStructure
• Registration cost (One Time Fee)
• General Trade License (Part of operating fee)
• Mobile App in Hyperlink Info system: (Based on App
screen design, application programming, database
integration, API & Web Service Development)
• Advertisement Expenses (Bill Board Expenses
• Playhaven Expenses(Third Party Operating Fee
Expenses)
10010 AED
35000 AED
49950 AED
(14692*2) 29384 AED
127344 AEDTotal Cost
Government(35%)
Etisalat (35%)
Own
Sources(30%)
3000 AED

9. • All General App Features (Free)
• Premium for specific questions/queries @ 4.99 AED
Revenue Structure

10. SELECTION
Basis of
Distinction
CPI
Network(Cost
per Install)
Ads
Charge(Per 100
downloads)
$3 $2
CTR 1% 0.2%
Market Coverage More(Because of
third party
software)
Less (Solely
depended )
Effective Cost $3 $10
Payment Received $0.3/download none
CPI MODEL(Cost per Install)
Revenue Structure

11. REVENUE MODEL(2017-2018)
Target Audience in the initial 12 month(Tourist + Expat) 20 Million
Expected Audience downloading App(0.5%) 100000
Audience asking question/specific queries(5%) 5000
Revenue through Freemium Model (5000*4.99) 24950 AED
Revenue through CPI Model (100000*1) 100000 AED
Total Revenue 124950 AED
Total Cost 127344 AED
Loss (2017-2018) 2394 AED

12. ExpectedProfit