The document discusses a proposed mobile app called BookR that aims to reform the way books are read by creating an online community for book lovers. Some key points: - BookR allows users to buy books, create profiles, review books, see what friends are reading, and share comments on each page. - It had 3 million downloads in the first year by targeting younger demographics and offering cheaper e-books and social reading features. - The proposal outlines marketing strategies like promoting through college ambassadors and literary events, as well as developing the app further to stay competitive against sites like Goodreads. - If 150,000 users can be converted at a 5% rate and each buys 2 books,

1. Prepared By:
Chirag Gupta
Indian School of Mines Dhanbad

4. OVERVIEW

5. Community of Book Lovers

6. 3 Million Downloads within a year

7. Identify target market
Define offering’s value proposition
Outline key aspects of offering’s marketing mix
Define offering’s implementation plan
Course of Action

9. App Overview
Reforms the way books are read
Online community of book lovers
Users can buy books at same place
Can create profiles, add friends, review
books and keep a stack of one’s reads

10. Core Competencies
Huge traffic on the app itself
Personalized reading features
Better value proposition with cheap pricing of e-
books
Many Points-of-difference including comments,
summary, spoilers etc. on every page which is
shareable

11. 0%
10%
20%
30%
40%
2011 2013
Tablet Users
0
10
20
30
E-reader Traditional
No. of books read
in last 12 months
by 18-39 age group
E-readers more popular among college graduates (60%)
Need to tap younger demographics

12. COMPETITORS
Goodreads
10 million+ installations with a database of 1
billion books.
Oodles
1 million+ downloads.
Ebook Reader
5 million+ downloads

13. Need for Product Specialization
Market is segmented into
Demographic Segmentation: 18-39 age group is targeted
Socio-Economic Segmentation: Affluent class with
e-reading devices are targeted

15. 3 million downloads within next 12 months
Considering a conversion rate of 5%, leads to 150,000
potential buyers
Assuming a user buys 2 books worth $10 each with a profit
margin at a minimal 10% can generate a revenue of
$300,000
Administrative Expenses: $150,000
Online Promotion Expenses :$50,000
Targeting young demographics via college ambassadors and
organizing/sponsoring literary fests and other offline
promotions: $50,000
Miscellaneous: $20,000
Expected Net Income at end of 12 months: $30,000

18. Needs fulfilled by offering
Personalized reading features
Online community of book lovers with experiential
enhanced features.
Tapping into the craze of e-reading
Post one’s own work and post it for “free” or “paid”
Knowing our Customers

19. A book lover
Uses e-reading devices
Youth ready to connect socially and share
ideas

20. Knowing our Collaborators
Publication Houses
Online Promotion Partners
Youth Ambassadors

21. Knowing our Collaborators
Their Strategic Goals
Maximize Sales
Increase promotion expense
Get due credit for their work

22. Knowing our Competitors
Goodreads
Search, rate and review catalog of
12 million books
Keep a stack of everyone’s reads
Use the barcode scanner to quickly
scan all books onto Goodreads
shelves
Competitive Offerings

23. Knowing our Competitors
Oodles
Free English classics and
audiobooks.
 Import books from phone and
read in Oodles reader
Personalized reading experience
Competitive Offerings

24. Knowing our Competitors
Ebook Reader
Personalized reading experience
Online synchronization of bookmarks,
highlights, notes and current reading
position with all your Android and iOS
devices
Competitive Offerings

25. Product Development Unit
-Work on enhancing features and a mix of PoPs and PoDs
with respect to competitive offerings.
Marketing Unit
-Mix of online and offline promotions to position its
offerings and boost ranking of BookR in Google store.

27. Customer Value
“BookR provides bibliophiles a unique experience
which changes the way they read.
We do this by creating a community with
reformist features and a personalized reading
experience”.
Positioning

28. Customer Value
Get the app for free
Enjoy extensive features
Earn money by posting your work on the app
Pay for the books you want to read at minimal
pricing
Offering’s Value Proposition

29. Collaborator Value
“BookR provides collaborators an opportunity to
maximize revenues seamlessly.
We do this by dedicated SBUs and our ever-lasting
hunger of expanding market coverage”.
Positioning

30. Collaborator Value
Maximize revenues
Commitment towards anti-piracy and licensed
products
Highly competent Strategic Business Units to
resolve disputes, if any
We need a strong backing for our course of action
Offering’s Value Proposition

31. Company Value
“BookR considers stakeholders a fundamental
and intrinsic part of the unit.
We do this by sharing our responsibilities, success
and failure as a single entity both quantitatively
and qualitatively”.
Positioning

32. Company Value
SBUs need to counter external forces while
delivering their offerings
Company needs a committal support from
stakeholders be it investors or employees
Dividends for stakeholders on performances above
set benchmarks
Offering’s Value Proposition

33. Boosting engagement

34. Product
Personalized reading experience
Can create profiles, add friends, review books and keep a
stack of one’s reads
Import e-books to the app
Synchronize with Google apps like Google Keep etc.
One can post his/her own work as “free” or “paid”

35. Service
User can buy books at minimal prices seamlessly
Product Development team provides a seamless
bug free app
Free classics at fingertips immediately

36. Brand
Reforming the traditional way of reading a book

37. Price
Pay for what you read
Minimal Pricing of all competitors
(A profit margin of 10%)

38. Incentives
For Customers
100 free bestsellers
Refer. Earn 20 credit points for each referral
For Employees and Investors
Dividends for performance above set benchmark
For Promotion Partners
Higher promotional expense for performance above set
benchmark

39. Communication
SBU of Marketing Management
To Customers
Youth Ambassadors who work at university/locality
Organizing/sponsoring Literature Festivals
Via promotion partners
To Collaborators and Company Personnel
Needs and appropriate results are shared via SBUs

41. CEO
VP Product
Development
SBU 1
Manager 1 Manager 2
VP Finance
VP
Operations
VP Marketing
SBU 2
Manager 1 Manager 2
Organizational Structure

42. Processes
Online Promotion at Google Store
Boosting App rankings
Increasing number of installs
-Improving app’s quality
-Cost-per-install campaigns
Retention Rate (Days an App stays installed on a device!!)
Rating and number of ratings and reviews
Number of back links to App's Google Play page

43. Schedule

45. Disclaimer
Created by Chirag Gupta, ISM Dhanbad
during an internship on “Marketing Management” under
Prof. Sameer Mathur, IIM Lucknow