This document presents a marketing plan for SpotBus, a mobile app that allows users to find nearby buses to their destination, see bus statuses in real-time, and book seats. The app will launch with a trial version to test interest, then a free version with basic features and a premium version with extra services. Revenue will come from in-app ads and a $9.99 annual premium subscription. The plan outlines opportunities in the market, competitors, strategies to attract users and collaborators through various features, communication channels, and a phased implementation approach.

1. SpotBus
“Where are you going now?”
Marketing Plan

2. EXECUTIVE SUMMARY
We carry our phone with us everywhere we go and we access all the
information in the world through this tiny equipment; then why not
we explore its opportunity in travel.

3. Do you always
wait long for bus
at bus stops?
Planning a
trip ahead?
Do you want
to know the
current
running status
of your bus?

4. Presenting…
SpotBus : Where are you going now?

5. OVERVIEW
 This app is the one stop solution for finding the buses closest to
your location heading to a particular destination, know the current
running status of the bus and plan and book seats prior in state run
and other buses.

6. How the app works?
• Access your current position and allows to input the
destination.
• Displays all the buses near your location on Google
map.
• Displays all the buses to a particular destination with
its current running status.
• Allows prior booking of seats of State run and other
bus services.

7. Company Overview
• One stop destination for bus service.
• Reduced time and effort.
• Wide range of options.
• An all in all app.

8. STRATEGIC ASSETS
 Freemium model
 In-app advertisements that will generate revenue
 Credit system for premium users to avail special offers.
 Communication partners.

9. Market Overview
• Umpteen online travel booking apps are available in Indian
market but non of them provide the running status and there
are no apps showing all the buses approaching your station
in Indian market.

10. Opportunities Threats

11. Goal
India’s best travel
partner app
10,000+
downloads
Revenue target
of Rs 1 Cr
Brand equity and
customer
satisfaction

12. Competitors

13. Based on utilisation

14. Strategy
Our strategy is to attract more key consumers by providing the
free consumers the opportunity to see the running status, location
and book the buses.

15. Value Proposition
Customer
Value
•Personal, virtual, 24/7 customer service
•Gives a lot of information about bus location and status
•Provides opportunity to book and plan trips prior
•Information of all kind of buses available like State run and others
Collaborator
Value
•Platform to provide information about their buses without further
investing on developing new apps
•Advertisements reach a diverse audience
Company
Value
•Positive work environment
•Good pay
•Opportunity to pursue interests
•Growth potential

17. Product
•Initially the app is introduced into market to check the
response with very less information.
Trial Version
•Introduced with almost complete information.
•Provide location and running status of the buses which will
allow the users to do some useful thing rather than wasting
time in bus stop.
•Opportunity to book tickets.
Free Version
•Credit services that adds a certain amount of credits to your
account for each travel which can be later used for free rides.
•Exciting offers which allow you to travel at much reduced
costs. These offers are only available for premium users.
•Novel advertisement technique used.
Premium
Version

18. Brand
SpotBus
• Tagline: “Where are you going
now?”
• Core brand values: Quality,
innovation, easy and efficient

19. What makes us different
from other apps?

20. “First app of
its kind in
India”
• All in one : Locate, get status and book
• Exciting offers for Premium members.
• Advertisements of local restaurants and shops in the app in
return for which they provide discount coupons and
income.

21. PRICE
• Free version helps creating traffic and attract new
consumers.
• The premium version of app will be priced at $9.99
per year which is quite affordable and provides a lot
of offers which are worth three times the premium
price.

22. Incentives
Reduced price.
Special offers.
Credit system.
To Customers
Platform.
Recognition and
self-worth.
To Collaborators
Reward.
Bonus.
Recognition.
To Employees

23. Communication
Full
featured
company
website
Travel
Blogs
Promo
videos
Google
Ads
Social
media
Print
media
Social
events to
attract
crowd
Featuring
emails

24. Distribution
 Google Play Store
 Amazon App Store
 Company Website
 Other Recommended Sites

25. 
 Introduce trial version and observe the response.
 Then share app through reference groups by word of
mouth and social media.
 Convince the bus companies to provide information in the
app.
 Introduce the 2nd phase (Free Version) with larger and
accurate database.
 Popularity attracts advertisements of other companies,
local restaurants, shops etc.
 Introduce the Freemium Version (Premium +Free).
Implementation

26. Schedule
Market
Research
Crafting Market
Positioning
Setting up
strategic
business unit
Setting up
product and
pricing strategy
Designing
integrated
market channel
Managing,
retailing,
wholesaling and
logistics
3 months
4 weeks
3 months
8 weeks
3 weeks
For whole lifetime of app

27. Created by Anu Abraham, CET, during a marketing management internship
under the guidance of Prof. Sameer Mathur, IIM Lucknow
DISCLAIMER

28. THANK YOU