Marketing Plan for an App

1. IDEAL
CAREERS
Marketing Plan

3. EXECUTIVE
SUMMARY

4. OVERVIEW
Ideal Careers is an
application that provides
the best career guidance for
students with great ease,
just by sitting at home.

5. To help students choose the
perfect career for themselves

6. Launch the App on Google Play and App Store
Publicise the App through social media sites
and by addressing school students, in order to
reach maximum number of customers
Convince users to update to premium version
Get a satisfactory brand value

7. SITUATION
ANALYSIS

8. COMPANY OVERVIEW
Our App has unique features like interaction with
students and faculties at different colleges and it will
be very beneficial for its customers, helping them
decide their career.

9. MARKET OVERVIEW
Most of the students in India
are confused about their
career. The fees of career
counsellors are very high and
thus many students end up
choosing the wrong career
for themselves. This provides
my company the best
opportunity to help such
students.

10. TARGET CUSTOMERS
Our major target customers
are the students of 10th and
12th standard as well as the
parents of these students.
Moreover, children of the age
13-18 years along with their
parents are now making it up
to the target customers’ list.

11. GOAL

12. Ideal Careers’ primary goals are
• To reach maximum target audience
• Convert free users to premium users
• Expand its services all over the country
• Generate a revenue of 30 lakh by the
end of first year

13. STRATEGY

14. Customers
Needs

15. Customers can give an aptitude test to discover
their field of interest.
They can chat with expert counsellors.
They can interact with 10 of students studying or
faculties working at the institutes the child
wishes to go.
They can watch motivational videos.
They can obtain a list of competitive exams.
They will be guided on how to choose the correct
study material.
FREE VERSION OFFERINGS
(Available for free)

16. PREMIUM VERSION OFFERINGS
(Available for $3 per month)
Customers can have video conference calls with
the best counsellors.
They can interact with unlimited number of
students studying and faculties working at the
institutes the child wishes to go.
They can obtain a list of top institutions in every
field.
They will get previous years’ papers of the
competitive exam they wish to prepare for.

17. Collaborators

18. We will need to collaborate with
Schools so that we can reach maximum
target audience. We would also need to
collaborate with students and faculty
members of top colleges, who would
give advice to our customers.

19. Company

20. The expert counsellors are the most
important unit of our company, whose
task is to satisfy the needs of our
premium customers through video calls
and those of our free version users
through chats.
Our aptitude test setters will
also play a major role in the
success of our company

21. Competitors

22. Careers360
Career Guide Dream Big Careers
CareerKhojj

24. Customer value :
The company offers its customers the best career
counselling without much efforts.
Collaborator value :
The collaborators (students and faculties at various
institutes) get an opportunity to publicise their institute to
a large number of students and parents.
Company value :
Our expert counsellors have a great platform to expand
their profession. All our employees will get the
satisfaction of contributing towards the bright future of
so many students.

25. TACTICS

26. Ideal Careers provides the best career
counselling through a team of experts.
The App is available as a free version with
basic features and the premium version for $3
per month with all advanced facilities.

27. LOGO SLOGAN

28. INCENTIVES
Customers : Yearly premium pack
for $32 (Cost is $3 per month i.e.
$36 for a year if subscribed
individually for each month).
Company : Experts counselling more
than 100 users per month will get a
bonus.

29. The App will be
publicised by
addressing students in
different schools,
through social media,
making appeal videos,
print, radio and TV
ads, billboards, etc.

30. DISTRIBUTION
Get your
Ideal
Career App
now

31. IMPLEMENTATION

32. Board of
Directors
President
(CEO)
Sales Manager
Marketing Sales
Finance
Manager
Accounts Purchasing
HR Manager
Recruitment Training
ORGANIZATIONAL STRUCTURE

33. PROCESS
• Initially we need to market the App.
• We will target the students through schools.
• The Sales & Marketing team are responsible for reaching
the target.
• Once we start getting users, we need to maintain their
database.
• The Finance team will have the prime role in increasing
our premium users.
• Then we need to keep the premium users happy so that
they continue to use our App.
• The HR team is responsible for hiring expert counsellors.
• Also, we will constantly need to bring new features and
provide new services.
• With all these efforts and people involved, we can achieve
our estimated goal.

34. Launching of the App
Marketing and Publicising the App
Maintaining their Database
Converting free users to premium users
Keep improving the App by adding new
features
IMPLEMENTATION SCHEDULE

35. Created by Mihika Daga, VNIT,
Nagpur, as a part of Marketing
Management Internship under
Prof Sameer Mathur, IIM Lucknow.