The document outlines a marketing plan for an educational mobile app named ESC (Education Skills Career), aimed at providing skills and career guidance to youth and students. The app intends to attract 1,000 users in its first month, expand to 10,000 in six months, and reach 1 million active users by the end of its second year, offering user-friendly services like career videos and educational content at affordable prices. The marketing strategy includes collaborations with schools and professional teachers, social media advertising, and special discounts to enhance user acquisition.

1. MARKETINGPLANFORAMOBILEAPP
ESC (Education Skills Career)

2. MARKETINGPLAN:ANOUTLINE
• EXECUTIVE SUMMARY
• SITUATION ANALYSIS
• GOALS
• STRATEGY
• TACTICS

3. EXECUTIVESUMMARY
ESC is a learning and educational
app available for everyone. Aim of
the app is to provide skills to
everyone and help them to enhance
themselves.
It will also provide career guidance
to students who pass out after 10th
and 12th and help them select career
which fits them. It will also provide
information related to best
colleges, admission procedure etc.

5. COMPANYOVERVIEW
Company will mainly provide computer skills from basic to
advanced and other professional skills such as investing in
market, economic concepts etc. It will make its app more
user-friendly and make service better.

6. MARKETOVERVIEW
By starting through app store it will later on
have tie-ups with schools. As currently there is
no app providing career guidance it will start
from there and increase its products and will
also provide computer skills.

7. TARGETCUSTOMERS
Company will mainly target youth market.
Provide them career guidance and computer
skills.

9.  Goal of the company is to have 1000 users in
its 1st month.
 Increase to 10000 within its 6 months.
 Make 1 million active users by the end of its
second year.

10. STRATEGY
 Target Market
 Value Proposition

12. CUSTOMERS

13.  Mainly youth and students
 Products for other age groups will also be
provided

14. COLLABORATORS

15.  Professional teachers
 Experts in career guidance
 Software developers
 Security personnel

16. COMPANY

17. Company will recruit software developers and
increase its staff and open branches in main
cities.As currently there are no online apps
providing career guidance so it will better place
itself against its competitors.

18. COMPETITORS

20. VALUE PROPOSITION

21. CUSTOMERVALUE
Customer will get the most benefit as he will
get products at cheaper price as compared to
other apps.
App will also be user friendly so that customer
has no problem in using it.

22. TACTICS
 Product
 Service
 Brand
 Price
 Incentives
 Communication
 Distribution

24.  Will include career guidance videos.
 Provide computer skills from basic to
advanced (such as computer languages,
Microsoft office etc.)
 Educational videos

26.  User friendly
 Recommendations to users will be made
depending upon what he/she may like

28.  ESC (Education Skills Career)
Will provide opportunity to everyone to learn
at almost free of cost.

30.  Basic courses will be free
 Advanced courses will be premium based
 Premium will depend upon course
 Introductory videos in career guidance will be
free, to know more customer has to pay

32.  Incentives offered to customers are free basic
courses
 To make learning affordable for all, prices
have been kept lower
 Special discounts for different users

34.  Social media advertising
 Word of mouth publicity
 Tie-ups with schools and provide them
special discounts.

36.  Google play store
 Apple store
 Website

37. PERFORMANCEANDEVALUATION
 Regular updates to bring new features and
keep it up to date
 Feedback from customers to be monitored to
make it more user friendly
 Ratings and Reviews for each video will be
provided.

38. SUMMARY
 Executive Summary
 Situation Analysis
 Goals
 Strategy
 Tactics

39. DISCLAIMER
 Created by Shubhdeep Singh, PGDAV College
during Marketing Internship by Professor
Sameer Mathur, IIM Lucknow.