StepUp is a new educational Android app that uses reverse engineering to map industrial and organizational profiles to their required skill sets. The app provides a wide database of profiles and corresponding skills, as well as learning content, examples, discussions, and connections. This bridges the gap between academics and workplace requirements. The free version lists major skills, while the premium version offers detailed skills, courses, examples, predictions, and a community. The app will be marketed through colleges and online to help students learn skills for desired jobs. Performance will be evaluated based on downloads, reviews, and premium conversions.

1. Marketing Plan
StepUp
New Educational Android App

2. Executive Summary
 StepUp works on the concept of Reverse Engineering
 Database of a wide array of Industrial & Organizational
Profiles/Roles
 Corresponding required skill set is listed with content in
various forms.
 Interactions with industrial experts, access to Query zone,
Discussion threads, Referral opportunities etc also provided
in the Premium Version.
 This will bridge the vast gap between academics and
Ground zero organizational requirements

3. Industrial
Engineer
APQP
PFMEA
M.O.S.T
Six
Sigma
QC
Tools
Lean
Manufacturing
Prototype
Major Skill
Set
Organizational
Profile

4. Situation Analysis
India has more than 220 million
smartphone users.
World’s second-largest smartphone
market—after China and ahead of the US
Android operating system accounts
for 97% of it.
Unemployment rate of India in Jan’17 :
5.98%
( Urban: 7.65 %,Rural : 5.14%)

5. Potential of Android Platform in India

6. Table: Percentage Enrolment in various Programmes in Higher Education
2014-15
Programme Male Female Total
B.A.-Bachelor of Arts 24.60 32.96 28.44
B.Sc.-Bachelor of Science 11.44 12.22 11.80
B.Com.-Bachelor of Commerce 10.96 10.77 10.87
B.Tech.-Bachelor of Technology 8.68 3.78 6.43
B.E.-Bachelor of Engineering 7.61 3.57 5.75
M.A.-Master of Arts 3.27 5.36 4.23
B.A.(Hons)-Bachelor of Arts (Honors) 3.31 4.23 3.73
B.Ed.-Bachelor of Education 1.37 2.85 2.05
M.Sc.-Master of Science 1.33 2.15 1.70
M.B.A.- Master of Business
Administration
1.89 1.28 1.61
B.C.A.-Bachelor of Computer
Applications
1.53 1.25 1.40
B.Sc.(Hons)-Bachelor of Science
(Honors)
1.37 1.25 1.32
B.B.A.-Bachelor of Business
Administration
1.28 0.91 1.11
M.Com.-Master of Commerce 0.84 1.33 1.07
L.L.B.-Bachelor of Law or Laws 1.05 0.54 0.82
Others 19.47 15.55 17.67
Table: Level wise Enrollment in Higher
Education(2014-15)
LEVEL Male Female Total
Ph.D. 70 48 118
M.Phil. 14 19 33
Post Graduate 1867 1986 3853
Under Graduate 14467 12705 27172
PG Diploma 121 94 215
Diploma 1788 720 2508
Certificate 74 96 170
Integrated 87 55 142
Higher Education
Total
18488 15723 34211
Statistics of Indian Higher Education : Target Market Segment

7. Goals
Level 1 : Max no of
downloads
& likes
Level 2 :
Conversion of Free
users to Premium
Level 3 : Promote
innovations
Level 4 : Revenue
figures

8. Value Proposition :Product Characteristics
 Wide Database of stream wise job profiles.
 Corresponding Skill sets at different levels
 Detailed content access regarding those skills.
 Real life examples, ,personalities, ,query zones,discussion
threads, referral opportunities etc
 This will help the students gain info about various skills
required for a particular organizational profile.
 Online real time programs will be conducted for better
engagement.
 Database of relevant websites , LinkedIn profiles etc
regarding skills and job profiles.
 App will also run a Probability meter showing the chances
of a particular person with a certain skill set to reach to his
desired job profile with the help of Data Analysis.

9. Points of DifferencePoints of Parity
• Usual Learning Content
• Content can be found on other
platforms like Wikipedia etc
• Doubt clearing forums
• Jobs mapped to skills sets
• Clear view of industrial requirements
• Access to certified content
• Real life case scenarios
• Industrial interactions
• Referral Opportunities and other
incentive schemes
• Unique concept of reverse engineering
• Lack of such apps in market
• Probability meter and community
access in Premium version

10. Brand Elements
Logo Symbol
Tagline
Redefining learning…

11. Pricing
Since the App caters to mainly College students,
Prices are kept as moderate as possible.
Free version will enlist the major skills for a job
profile along with limited access to learning
content
Premium version will give detailed skill sets,
detailed course content on all skills, real life
examples, industrial interactions, Probability
meter, community access, URLs of specific
LinkedIn profiles etc at a price of $4.99

12. Communication & Distribution
Advertising
Sales Promotions
Events & Experiences in Colleges
Public Relations & Publicity
Online & Social Media marketing
Mobile Marketing
Direct & Database Marketing

13. Performance Evaluation
Downloads on Play
Store
Customers Ratings
& Feedback
Premium Users

14. DISCLAIMER
Created by Shivam Agarwal ,KNIT Sultanpur during a Marketing
Internship under Dr Sameer Mathur, IIM Lucknow.