This document provides a marketing plan for a new vocabulary learning app called FunCab. The app aims to help Indian students aged 18-24 improve their vocabulary through associating words with visuals, phrases, articles and videos. It analyzes the target market of 7.7 million students with smartphones. The goals are to achieve 1 million registered users within a few months, a 5% subscription conversion rate, and positive consumer reviews. The strategy involves partnering with educational institutions and companies to promote the free basic version of the app with additional subscription tiers providing more words and no ads. Marketing will focus on social media, workshops and website ads. The 6 month plan includes market research, app development, pricing strategy, and launch with ongoing

1. Marketing Plan for a new to the world
app

2. EXECUTIVE
SUMMARY

3. What is FunCab ?

4. FunCab is a platform where one can
learn vocabulary in an effective manner
such that all the words one comes
across get permanently embedded in the
memory

5. Learning is based on the fact that it becomes
very easy to learn new words if one is able to
relate it some visual, article, incidence or a
phrase etc
Example:
The word ‘Assiduous’ can be learnt by the
fact that it is made of the phrase “Ass” which
means a Donkey, We also know that it is a
hardworking animal.
Therefore the meaning of the word
‘Assiduous’ is Hardworking

6. Situation
Analysis

7. Number Game
(India)
150 million student population (aged 18 - 24)
10% of which have access to education (= 15 million)
Out of which 11 million have enrolled into colleges
Of which 70% of them have smartphone
Therefore 7.7 million student population becomes our target

8. Advantages of good vocabulary -
1. To score high in entrance exams
2. To comprehend what you read
3. To be able to write well
4. To persuade others
5. To increase level of confidence

9. The researcher Johnson O’Connor, known for his studies
about the impact of vocabulary on people’s lives, has
drawn many amazing conclusions from a vast amount of
tests and experiments, performed in more than 20 years of
research.
This data shows that if one is aiming for the top jobs then
he or she must be fluent with english

10. There are hundreds of app aiming to enhance one’s
vocabulary
Out of these apps only few are actually useful like VoLT,
Vocabulary Builder, vocabulary.com, Painless GRE etc
Only the app VoLT is close to this idea i.e learning
vocabulary through visuals and phrases but still it has no
provision for tests, videos, articles etc - Point of
Differences
Competitors

11. My
App
is
Unique

12. Goal

13. Performance will depend on 3
factors
1. No. of registered users
2. Conversion ratio
3. Consumers’ review on Play store, Quora, Facebook
etc

14. No. of registered users
The basic parameter will be how many downloads the
app gets in the first few months it launches.
The time take to have 1 Million users will serve as a
measure of how successful the business model has
been

15. Conversion Ratio
The fraction of free users who turned to
subscription is also an important measure.
We shall aim for a subscription ratio of 5%

16. Consumers’ Review
knowing about loopholes in your app and also resp

17. Strategy

18. 5 C’s of Target Market

19. 1. Consumers
• Students aged 18 - 24 years
• Are most likely to focus on improving vocabulary
• In order to target competitive exams, interviews,
placement etc

20. 2. Collaborators
• App Developer (to build a user friendly app)
• Shutterstock (for visuals)
• Colleges and Universities societies and professors (for
spreading awareness among students)
• Coaching Institutes (for spreading awareness among
students)

21. 3. Company
My friends who are willing to invest in the App will be the
stakeholders
Also some of the entrepreneurs who are interested to
invest, will be our stakeholders

22. 4. Competitors
Following apps available on Android Play store are
potential competitors :-
VoLT - This app is our closest competitor in terms of
the method it uses to enhance one’s vocabulary
Others include Vocabulary Builder, vocabulary.com,
Painless GRE etc - but these apps doesn’t make use of
visuals or videos but rely mostly on test and quizzes.

23. 5. Context
The app will be developed within a budget
corresponding to the investment obtained
As students are tech savvy, the app will be designed
such that its UI is easy to comprehend and interesting
to work
There will be a provision of video download so that one
can learn offline also
The app will effectively alleviate fear of vocabulary
especially among the engineering students

24. CUSTOMER
SATISFACTION

25. Tactics

26. User friendly interface
Beautiful Visuals
HD Videos
Easy to understand phrases
Use of current articles of the newspaper
Quizzes and Tests
Bookmark option

27. Fun Vocabulary
“Now learning vocabulary a fun”

28. App will be free for 100 words (ads)
Subscription for 500 words will cost Rs 11(ads)
Subscription for 1000 words will cost Rs 21(ads)
Complete subscription will cost Rs 49(no ads)
On referring the app to other, one will get free
subscription for 500 words

29. Since our app is targeting the tech savvy youth section, it would
not depend much on traditional forms of advertisement.
Advertising can be done extensively through the following
channels -
1. Social media
2. In person interaction with faculty and students of top
Universities, Colleges and Coaching Institutes through some
workshop or PR desk
3. Website advertisements

30. The App will be available on Google Play

31. Implementation

32. Administration &
Financing Team
This is the core team that administers the entire
operations and accounts. It heads all other
teams and is responsible for growth and
progress of the company. It has to set targets
and assign work to all other teams

33. Design and Technical Team
The team will design (logo, User Interface)
and develop the app

34. Marketing Team
This team will be responsible for building a
relationship with the customers by building a brand
image through different communication channels.
The brand positioning of the company is dependent
on the efficiency of this team

35. Market Research 2 months
Designing and Building
App
4 months
Product and Pricing
Strategy
1 month
Then the App will be launched and communication
will go parallel

37. DISCLAIMER
Created by Aditya Todi, DTU, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow.
(See www.IIMInternship.com)