This document provides a marketing plan for LevelUp, a mobile payment service. It includes a situational analysis using Porter's Five Forces model, identifying threats of new competition and bargaining power of customers as medium-high risks. The target market is identified as businesses and consumers in urban US markets ages 18-45. Marketing objectives are to generate interest from small businesses and introduce the service internationally. The marketing mix will utilize the mobile apps and website for promotion along with posters at merchants. Sales and expense forecasts are provided along with a breakeven analysis. A contingency plan is also outlined to maintain operations if extraordinary events threaten business functions.

1. Complete Marketing Plan
Phase 3
Peter Donovan
Tiffani Hailey
Nhung Dinh
Harshana Godamanna
MengYuan Chen
James Davidson

2. Situation Analysis

3. Industry Overview/Porter’s Five
Forces
 Threat of new competition
 Threat of substitutes
 Bargaining Power of the customer
 Bargaining power of suppliers
 Competitive Rivalry

4. Threat of New Competitors
 Level Up has a relatively high threat of
new competitors (Medium High)
 Market ready for mass smartphone
payments
 New services will crop up
 Partnering with merchants takes time

5. Threat of Substitute Services
 We don’t see this threat to be as high
as the threat of increased competition.
(Low)
 Level Up currently has impressive
early penetration in multiple cities
 Customers love the smart, fun, easy to
use software interface
 We don’t see a rival service replacing
Level Up outright.

6. Bargaining Power of
customers
 Medium High
 If stores and industries refuse to
update and adopt payment methods
like Level Up they have the right to do
so and Level Up will be left out.
 Companies that lag behind this trend
will fall behind as they are not
servicing their customers properly.

7. Bargaining Power of suppliers
 Low

8. Marketing Objectives
Small Businesses
• Generate Interest
• Limited Risk
• Repeat Customers
• Build Brand Loyalty

9. Marketing Objectives
International Market
• Introduce on Black Friday
• Best Buy, Wal-Mart, Target
• Increase Customer Awareness
• Increase Market Share

10. Marketing Objectives
Key issues
• Security
• Customer Awareness
• Service Errors
• Competition

11. Target Market
 Geographic
◦ U.S markets
◦ Businesses in the urban area
 Demographic
◦ Students and all other professions
◦ Ages: 18- 45
 Psychographic
◦ All social class
◦ Money + Time savers

12. Positioning statement
“LevelUp is a better way to pay.
But it's more than just that.
LevelUp is an entirely new way
for local businesses &
consumers to connect.”

13. Marketing Mix
 Service
 Price: – free for consumers, 2% flat
processing fee for businesses
 Distribution: distributes in 9 states
(Atlanta, Boston, Chicago, New York
City, Philadelphia, San Diego, San
Francisco, Seattle, St. Louis)
◦ Boston has 260 places supporting this
program.

14. Marketing Mix (cont)
 Promotion: Homepage website and
mobile applications
◦ Consumer - pay with your phone. Save
time and Money.
◦ Business - Level up is a smarter way to
get paid, help businesses create a loyalty
program and attract more customers.

15. Campaign/Programs
 Introduce LevelUp to International
Companies
 Promote through Facebook
 $0 Fraud Liability Policy

16. Actions/Tactics
 Making a Facebook Page
 Targeting Restaurants and Bars
 Posters at Merchants

17. Sales Forecast
•First year (by month): $25 Monthly Each
person, 2 million totally
•Second year, third year… (by year): $250
Annually Each person, 1 billion totally

18. Expense Forecast
 The expense cost is 450 dollars each.

19. Breakeven Analysis
 Free for first time consumers, 2% flat
processing fee for businesses
 Merchants who need equipment can
lease a smartphone and docking
station for $25 monthly, or $250 yearly.
 50% return ratio our app has delivered

20. Breakeven Analysis

21. Contingency Plan
 To maintain order following an
extraordinary event threatening the
overall functions of a normal business
environment.

22. Contingency Warnings
Power
Usage
Absence
Protest
Revenue
Data

23. Contingency Plan Events
Telecom
Failure
App
Failure
Board
Members
Political
Satellite
Mainframe

24. Contingency Plan Timeline
Implementation
24-36 hours Appropriate Strategy
Identification
0-24 hours Potential Threat? /Contacts Made
Stabilization
48+ Hours Monitor Event
Execution
36-48 hours Activate Strategy

25. Contingency Plan
Major
Event
Implemen
t
Analyz
e
CEO
PlanRecover
Withdraw
Return
to
Normal
Restore
Monitor
Return
to
Normal

26. Thank You