The document outlines a marketing plan for a travel app called Nomadic. The app aims to help budget travelers find free accommodation and food in exchange for volunteering work with local hosts. It connects travelers with hosts who offer lodging, and travelers contribute a few hours of work per day. The plan details goals of growing registrations over three years across major tourist destinations in India. It analyzes the youth travel market and identifies customers, collaborators, and competitors. Key tactics include a freemium pricing model with in-app purchases and a paid premium version. The plan also covers branding, communication, and infrastructure needed for implementation.

1. NOMADIC
A MARKETING PLAN FOR AN APP

2. • EXECUTIVE SUMMARY
• SITUATION ANALYSIS
• GOAL
• STRATEGY
• TACTICS
• IMPLEMENTATION

3. EXECUTIVE SUMMARY
One of the most common excuses for not traveling is not having enough money.
But while globetrotting can be a pricey pastime, creative travelers can now find a
plenty of inexpensive ways to see the world.
BRIEF OVERVIEW

4. EXECUTIVE SUMMARY
Our app will be a one stop solution for the travelers who face the budget constraint
issues, making travel almost free.
• Working and helping the locals will get you free accommodation and food, while
allowing you to commune with the great outdoors.
• We connect travelers with amazing locals who are willing to let them stay. Using this
app you will never have to pay for accommodation and also you make new friends in
your new city.
SOLUTION: This is where we come !

5. EXECUTIVE SUMMARY
• Register, add your personal details, tell us what skills do you have.
• Search for the place where you want to go, duration you want to spend and dates
when you are visiting.
• Get hosts, visit their profile to see review and ratings and what do they have to
offer you. Simply connect with them.
• Travelers are expected to contribute a pre-agreed amount of time per day in
exchange for lodging and food, which will be provided by their host.
HOW THE APP WORKS?

6. WHAT'S SPECIAL ABOUT US ?
"Gets you off the tourist track and into the local life."

7. SITUATION ANALYSIS
Core Competencies
• Reduced time and efforts, connect with the locals and get all the information you
need.
• Budget is no more an issue.
• Wide range of options based on what skill do you have, amount of hours you are
ready to work and duration of your trip.
• Implementation of search engine optimization and personalized feed and user
interface.
COMPANY OVERVIEW

8. SITUATION ANALYSIS
YOUTH TRAVEL
Youth Travel is defined as independent trips of less than one year by people aged
15–30. Unlike typical vacations, youth travel is motivated by several factors,
including the desire to experience other cultures, build unique life experience,
and benefit from formal and informal learning opportunities from other countries.
MARKET OVERVIEW

9. SITUATION ANALYSIS
• Youth travel market accounted for over 20% of all international arrivals.
• Youth and student travel continues to be a growing segment of global tourism, with its
monetary value equalling US$203 billion.
• A estimate predicts that the youth, student and educational travel market will reach 300
million arrivals by 2020.
• Nearly 30% of young people described themselves as ”tourists” compared to about 15%
in 2002.
MARKET OVERVIEW

10. SITUATION ANALYSIS
CUSTOMER TARGET
1. Demographic
• Age : 15-30
• Gender: Men and Women
2. Geographic
• Places: All cities and college campuses
3. Psychographic
• Lifestyle: Students, Travelers
TARGET

11. GOAL
• July & August - Market Research
• Launch - September, in 10 major tourist places
• December- 500+ registrations
• April - 2000+ registrations
• End of 1st fiscal year - 5000+ registrations
• End of 2nd fiscal year - 20,000+ registrations
Include 25 more tourist places after an extensive market research
• End of 3rd fiscal year - 50,000+ registrations
Expand to all major tourist destinations in India
TIMELINE

12. STRATEGY
CUSTOMERS
• Youth travelers want to communicate with locals, they are in search for a vacation, to
discover new places and cultures, nature, try new food, see famous places and attractions.
• Quirky backpacking destinations are what they are looking for to get rid of the city crowd
and madness.
• Challenges they face are thin budget and no knowledge of the local language which in
turn leads to frustrations and inability to get exposed to local culture.
• They often end up spending more than the actual price which makes them under
confident.

13. STRATEGY
COLLABORATORS
• Travel bloggers
• Advertising agencies
• Travel movie makers and travelogue makers through their youtube channels.
• NGOs, Homestay and Hostel Operators
• Campus Affiliates

14. STRATEGY
COMPETITORS
FREE ACCOMMODATION IN A
LOCAL'S HOME OR HOST A
TRAVELER IN YOUR HOME
NEW WAY TO EXPERIENCE LOCAL
CULTURE WITH THE HELP OF
LOCALS AT A CERTAIN PRICE BUT
NO ACCOMMODATION AND MEAL.

15. VALUE PROPOSITION
• Personalized user interface will enable customers to search according to their
preferences better and faster.
• Our vast community of hosts will let customer have free accommodation and
meal.
• Volunteering for work will also provide a local and learning experience.
• Safe and clean work and home environment.
• Strong customer support through mails, calls and messages.
CUSTOMER VALUE

16. VALUE PROPOSITION
• The brand's popularity and visibility gets increased in the target market through
online presence.
• Travel bloggers and moviemakers can communicate and tap in to new and
diverse consumer pool.
• Collaborators can track brand's performance and get updates on activity on their
blog and channels.
• Upcoming startups and existing brands get a new advertising space.
COLLABORATOR VALUE

17. VALUE PROPOSITION
• Positive work environment
• Good Pay
• Growth potential
• Less competition.
COMPANY VALUE

18. TACTICS
FREE VERSION
• Free booking without any hidden charge
• Search by place, work, duration of work, duration of trip
• Free accommodation and meal from the host
• Plan your travel itinerary
PRODUCT

19. TACTICS
PREMIUM VERSION
• Personalized search results
• Weekly access to travel articles, travel videos from popular travel bloggers
• Get verified to connect with the hosts faster and easier
• Write your Nomadic Travel Journal
PRODUCT

20. TACTICS
BRAND
Name: Nomadic
Tagline: "For living and loving"

21. TACTICS
PRICING STRATEGY
• Based on freemium model, we will include in-app purchases to generate revenue
and a separate paid version that includes premium features.
"Users are getting less and less willing to pay for applications"
• We build a user base first through the free version of our app and generate
revenue through ads shown in the application or through in-app purchases or
subscriptions.
• Registration for premium version of the app will be priced at $0.99 and the users
will be subscribed for 1 month. A 3 month subscription will be priced at $2.99
and 1 year subscription will be priced at $9.99 to keep it affordable.

22. TACTICS
PRICING STRATEGY

23. TACTICS
PRICING STRATEGY

24. TACTICS
INCENTIVES
TO CUSTOMERS
• Points are credited in the customer's account everytime when the customer's
referral code is used by a friend or relative to make booking.
TO COLLABORATORS
• Recognition, new advertising space and self-worth.
TO EMPLOYEES
• Challenging and creative work environment, bonus and recognition.

25. TACTICS
COMMUNICATION
• Print Media
• Featured Emails
• Social Media
• Full-featured company website
• Travel blogs
• YouTube Channels of travel youtubers

26. TACTICS
DISTRIBUTION
Google Play Store Apple App Store Company Website

27. IMPLEMENTATION
INFRASTRUCTURE
1. Technical Team
2. Marketing Team
3. Operations Team
4. Finance Team

28. IMPLEMENTATION
PROCESSES
• Market Research to find target market preferences, decision making approach
and more about their needs.
• Select potential hosts in cities which we specifically chose to serve i.e.
homestay, NGO and hostel operators and find what kind of work can they
offer in exchange.
• Hire app developers and brief them with the design
• Work closely with the marketing team and hire interns for creative insights.

29. IMPLEMENTATION
PROCESS
• Search for potential investors for financial aid.
• Work with collaborators for promoting our app.
• Promoting app on social media, launch an YouTube channel and create blog.
• Developing strategies for customer retention and growth.
• Focus on new target market and expansion by collaborating with major
brands serving travel & tourism market.

30. RECAP
EXECUTIVE SUMMARY
• BRIEF OVERVIEW
• SOLUTION
• HOW THE APP WORKS
SITUATION ANALYSIS
• COMPANY OVERVIEW
• MARKET OVERVIEW
• TARGET
GOAL
• TIMELINE
STRATEGY
• CUSTOMERS
• COLLABORATORS
• COMPETITORS
• VALUE PROPOSITION
TACTICS
• PRODUCT
• BRAND
• PRICING STRATEGY
• INCENTIVE
• COMMUNICATION
• DISTRIBUTION
IMPLEMENTATION
• INFRASTRUCTURE
• PROCESSES

31. THANK YOU

32. DISCLAIMER
Created by Arnav Das, IIT Kharagpur, during a Marketing Internship by Prof.
Sameer Mathur, IIM Lucknow