The document proposes a marketing plan for an Android application called SPACES, which aims to be a leading "read it later" app. It will allow users to save articles, videos and other content from various sources to view later offline. The plan discusses the target audience, features, pricing, competitors, partnerships, and marketing tactics like social media, blogs and ads. The goal is to acquire substantial market share within 6 months by providing a customized reading experience and social features at an affordable price.

1. AN ANDROID
APPLICATION
MARKETING
PLAN

3. •SPACES is a proposed initiative for the ‘read it later’
service industry.
•It is to be established as an Android application, aiming for
integration with 3rd party apps.
•It aims to enhance readership experience as well as Social
networking of its users, in a profitable manner.
It aspires to be a leading app in this industry. Currently it
aims at acquiring substantial market size.
It targets the professionals, students, researchers,
entrepreneurs and knowledge workers.

5. •The problem is
this:
• Chances are, you
stumble upon a lot
of articles and other
content during the
day that look
interesting, but that
you don't have time
to do so at the
moment. Instead,
you want to come
back to the content
when you have free
time.

6. It's easy for good
content to vanish into
the black hole of the
internet.
Instead of letting it
disappear, you can use
a "Read It Later" app to
centralize all that
content.
At their core, Read It
Later apps bookmark
the things you want to
come back to, to read
in downtime, on your
preferred device in a
much friendlier, more
beautiful format.

8. •The Company is recently
incorporated and this would
be the first market offering
of the company.
•
Industry: android app providing
‘save for later’ services.
It is already established with
3-4 major players.

9. A research has been conducted to understand the customer
behaviour and their selection of the Mobile application.
1. Types of
Content
Users Save

10. Reading Experience
Organizational Options
Save Method
Multimedia
Cross-platform Support
Curated Content
Social
Price
What additional features
do you get for a paid
subscription?
How does the service help you
find new things to read?
How well does the service work with
various devices, and how easy is it to export
items out to other services?
How easy is it to connect with other
readers through the app or to share
material out of the app to your various
networks?
How does each service handle
material beyond words like
images and video?
How easy is it to save items to read later,
and what options are available as you save
them?
How can one sort and organize the items
that have been saved? And how easy is it
to find an item that’s not at the top of
your list?
How does the app provide wonderful
reading experience to the reader?
2. Criteria for
Selection

12. The market for
mobile apps is
already big --
and it’s just
going to keep
getting bigger.
Why Android app
and not an iOs
app?
Android is
currently the
leading global
Smartphone
operating system

13. By 2017, the App
Market Will Be a $77
Billion Industry.
According to the survey, an
average spends maximum
time on ‘SEARCH, PORTALS
and SOCIAL’ applications
and minimum time on ‘
COMMERCE AND
SHOPPING’ applications in
Top 5 Smartphone Apps.
Seeing a huge market size, the company feels there
is a scope of growth and profitability in this sector.

14. Competitors
POCKET INSTAPAPER READABILITY
INDIRECT
COMPETITION
DIRECT
COMPETITION
Evernote
Safari
Reading List
Facebook
Save

15. STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
SWOT
Analysis
•Strong brand name of competitors.
•The competitors are well integrated
with most of the third party apps.
•Superior product
•Pricing effectiveness
•Pricing competitiveness
•A sound value system
•Convergence of
industry trends.
•Continuous evolving technology.
•Huge market size with more
demanding customers
•Low availability of capital
•A newcomer- 0 company
reputation and customer base

17. The company has decided to focus on individuals who are
always on the go or find themselves short on downtime
throughout the day.
STUDENTS RESEARCHERS
KNOWLEDGE
WORKERS
ENTREPREUNERS
AMBITIOUS
PROFESSIONALS

19. Customer
Acquisition
Greater
integration
with 3rd party
apps
(collaborators)
Greater user
experience
and simplified
user interface
Become a
zero debt
institution in
about 3 years.
Embed ‘Spaces’ in
every part of Web
Attaining 5% market
share by the end of
6 months
100 customer
reviews at the
end of 2 months
Integrate with 100 3rd
party apps for sharing
content (social) by end of
3 months
Integrate with 100 3rd
party apps for saving links
by end of 3 months.
To receive 25 lakhs
in sponsorships in
3 months
To get atleast 50 users
to subscribe for
premium services in
5months

22. CUSTOMERS
Save content and view
offline- working professionals
Social- recommending, tagging
Article
discovery
Researching
and what is
trending
Even if articles
disappear on
net, you have
a copy

23. COLLABORATORS
PARTNERSHIPS
• Supported devices
• Supported apps
KEY
STAKEHOLDERS
• Customers
• Company Personnel
• Partners
• Distributors

24. COMPETITOR
POPs
Core need of
target
markets
Tag
suggestions
Archiving the
articles
Ad free
experience
for premium
users
Recommendin
g articles
Customised
user interface
POCKET
VS
SPACES

25. PODs
Offline
dictionary
Night mode
reading
Folder
creation
Supported
devices
Consolidatio
n of
duplicate
links
Saved
videos in
offline mode
Speech to
text
POCKET
VS
SPACES

27. CUSTOMERS
CUSTOMISED INTERFACE
CURATED CONTENT
CONVENIENCE- EASE OF
SAVE AND VIEWING
COMPETENT
PRICE- EFFECTIVE
BETTER ORGANIZATION
AND MANAGEMENT OF
CONTENT
AFFORDABLE
CUSTOMER ORIENTED
SPACES IS TO
ENSURE YOUR
COMFORTABLE
PERSONAL SPACE
RESPONSIVE TO
FEEDBACK
SOCIAL
Value Proposition
Positioning
Strategy Positioning
Statement

28. COLLABORATORS
Greater Revenue
Larger viewership
Analytical Support
Other technical Support
Guaranteed returns on
investment
Business doesn’t
work in Isolation, and
SPACES is the right
partner
Value
Proposition Positioning
Strategy
Positioning
Statement

29. COMPANY
Greater Profitability
Rewards- bonuses, hikes,
non monetary
United We Stand,
Stronger We Are
Better Brand Image
Higher incentives
Higher customer Value
Condensed culture
Expanded skill set and
higher opportunities
Value
Proposition
Positioning
Strategy
Positioning
Statement

30. Tactics

32. • Attribute: Android mobile and desktop
application
Supported
Devices
‘Spaces’ has official apps
for Android, Chrome, and
the web. There are
also third party clients for
Windows Phone.
Supported Apps
If you want to save content
from Youtube,Feedly,
Facebook, NewsRoom,
Flipboard, Instagram,
Twitter,Zappier, ‘Spaces’ is
the service to use.

33. Free services
 One can save articles, book reviews, song lyrics, recipes,
pictures, videos in the app.
 Saved articles and pictures can be read/ viewed in offline
mode. No wifi required. Saved Videos require Wifi
connection.
Customised Reader Interface- Choose from different
fonts, multiple font sizes, paragraph spacing, and line
spacing options as well as three color palletes.
Choose from two views on the home screen: a tiled "card"
view and a traditional list view.
 Recommended articles/ videos as well as follow others
and read articles they have liked.
Send articles to other people via email, or—even better—
straight to other ‘Spaces’ users.
Saved articles/ videos/ pictures stays in queue for 15
days. Afterwards, they are archived.
Multipage supporter
Fastest content downloader
Night Mode feature
Premium Services
 Annotations- unlimited, endless notes.
Saved videos can also be watched in offline
mode.
Duplicated links are consolidated.
 Highlights- allows user to highlight and save
bits of articles,/ videos instead of archiving the
entire article or video.
Speed read through articles or listen to them
with dictation
 User can create folders to organize saved
content.
 Theme management and smart tag
suggestions
 lifetime access to archives
Inbuilt offline dictionary
 ad and banners free mode

35. BRAND NAME: SPACES
TAGLINE: LOGO:
MEANING: when an interesting content catches the
attention if people, who are always on the go, they can click
and Save the link. It is in their comfort space that they come
back to the links. Taken other way, Spaces is a place to
Store your articles and videos.
SAVE ON THE GO. READ IN
FREE SPACES!

37. •The business model is a
FREEMIUM MODEL.
Certain services are free. Only
a user account is required for
access.
The advanced services, i.e,
Premium Services will be
charged on subscription at
$2.5/ Rs. 167.5 per month.

39. The prices have been
charged lower than that of
competitors along with
superior features.
CUSTOMERS COMPANY
PERSONNEL
Rewards in form of bonuses,
paid trips and non monetary
incentives are given for:
Suggestions for
improvising or innovating
the app
 bringing premium users
 fund raising apart from
the finance department

40. COLLABORATORS
Analytics— Publishers can see
what’s being saved, how often
it’s being read and which authors
are most effective over a 24
hour, 7 day or 30 day period.
Custom footers — When an item
is saved to SPACES, if the site is
part of the SPACES for Publishers
program, they can add a footer
to the article with custom
messages.
Save to SPACES button — the
Save to SPACES option will allow
users to grab content with a
click, even if they don’t have the
SPACES bookmarklet installed in
their browser.
Site subscriptions — For sites
with a paywall, SPACES has
integration that allows the
content to be accessed via
subscribers, directly within the
app.
Building very simple APIs for the ease of partnerships and integration.
It has developed certain tools for its publishers:

42. SPACES IS A USER FRIENDLY, EXTREMELY SIMPLIFIED APP
WTH THE AIM TO ENHANCE READER EXPERIENCE AND SOCIAL.
IT AIMS FOR TRANSPERANCY, SIMPLICITY AND
EFFECTIVENESS.
DYNAMIC
WEB SITE
DIGITAL PR
AND
PARTNERIN
G
INTERACTIV
E BLOG &
FORUMS
VIRAL
VIDEOS &
GEURRILA
MARKETIN
G
ONLINE
ADVERTISIN
G
SOCIAL
MEDIA
(FACEBOOK
&TWITTER)
PAGES
SEARCH
ENGINE
OPTIMIZATI
ON
WORD
OF
MOUTH &
APP
REVIEWS
EMAIL
MARKETING

44. GOOGLE
GOOGLE PLAY
STORE
AD NETWORKS

45. Implementation

47. A team of 5 would be the organization, as of
now. They will be hired using services of an
HR Consultant.
Founder
Web Developer
Technical Manager
Finance Manager
Marketing Manager
Legal Consultant (not a permanent
employee)

49. App
Development
Partnerships
and
Collaborations
Pre launch
Marketing
Launch
Marketing
Tactics
Feedbacks and
monitoring
Bug fixes and
up gradations
Advertisem
ent and
Marketing
START HERE

50. ACTIVITY TIME TAKEN

51. Control

52. NEW CLIENTS ACQUIRED
CLIENT/PARTICIPATION FEEDBACK
CLIENT RETENTION
NEW FEATURES AND CONTINUOS
INNOVATION
EXPENSES: MONTHLY AND ANNUALLY
REVENUE: MONTHLY AND ANNUALLY
COMPETITORS OFFERINGS
FOLLOWING AREAS WILL BE MONITORED VERY
CLOSELY BY ‘SPACES’ MANAGEMENT:

53. •This presentation is
created by AYUSHI
GUPTA, SRCC,
University of Delhi,
during a Marketing
Internship under Prof.
SAMEER MATHUR, IIM
Lucknow.