This document provides an overview of a proposed mobile app called "The Best Next Move" that aims to help students with career guidance and academic advice. The app would offer both free and premium versions, with the premium version providing additional features like no ads, personalized guidance from an advisor of choice, and access to expert discussions. The document outlines the app's goals, target customer needs, potential collaborators, competitors in the space, positioning, pricing model, and plans for communication, performance evaluation, and addressing stakeholders.

1. THE BEST
NEXT MOVE

2. Students often face dilemma at every stage
of their career. Confusion about the next
step continue to tense young adults. College
students especially freshers and
sophomores are often disoriented about
immediate steps that may affect their future
and repent later.
• Often students don’t know what’s in
store and keep going wrong until it
becomes too late to make
amendments.
• String of bad scores lead to
downward spiral and loads of anxiety
but this can be addressed through
proper guidance.
OVERVIEW

3. • The app aims to help students in any sort of anxiousness ,confusion
etc. and act as a guide for them at each and every step.
• A one stop for solution to all problems related to academic or career
related queries and problems.
• The app would act as a friend that act as a guide for any problem and
suggest the best next move.
About the app

4. About the app- FREE AND PREMIUM
FREE VERSION
WILL DISPLAY SPONSORED CONTENT.
COUNSELOR WOULD BE RANDOM.
BASIC OVERVIEW WOULD BE PROVIDED.
DISCUSSIONS NOT ACCESSIBLE.
LINKS TO RELIBLE SOURCES.
PREMIUM VERSION
NO SPONSORED CONTENT.
GUIDE BY CHOICE.
ACCESS TO DISCUSSIONS.
PERSONALISED MEETING WITH EXPERT
DETAILED GUIDANCE AND TIPS.

5. • The basic goal of the app is to serve as an online guide to students so
that they need not go anywhere else for any academic related
queries.
• At the same time the interests of the investors, collaborators and the
stakeholders would be given high priority.
• The app aims to serve to all its employees , collaborators and
customers sincerely and for the benefit of all.
GOAL

6. Proposed course of action
• Pre launch and post launch marketing
• A brilliant app.
• Extensive pre launch and post launch marketing.
• Grievances redressal system.
• Feedback and review Analysis
• Improvement and optimization.

7. • Large number of mobile apps and websites exist in the career
counseling and related fields with giants operating in cut throat
competition.
• However they all provides scattered information and one needs
varying sources.
• The app market is booming today and a well designed app is taken
hands on especially by students.
Company overview.

8. • Lot of opportunities are in store if an app is designed carefully and
keeping the interests of the users in mind.
• Threats also exist due to large number of related apps. The proposed
app might just be ignored if proper branding and marketing is not
done.
Market overview

9. • The firm aims to meet certain targets and breakeven in around one
year with an input of around Rs. 5 lac
• The firm then aims at reaching an average annual revenue 48-50 lacs
per annum subsequently.
Net income

10. • The app would be aimed at students from class 5 onwards upto post
graduate levels and would act as a friend that helps in any situation,
however trifle the problem might be.
• For young students often parents and teachers are quite concerned
regarding the future so they would also be targeted.
CUSTOMER NEEDS.

11. • Designing of the app, positioning, marketing, performance evaluation
etc. would require tie ups with a large number of firms.
• Major include the google play store, social media channels such as
Facebook twitter, YouTube.
• Academic aficionados- to guide the students and take up real time
problems thus they would need to be available 24*7.
• The strategic goals would include advertisements boost for channels
and a source of income and fame for the experts.
• The app would tie up with online e-commerce websites and direct
customers towards them.
COLLABORATORS

12. • Many websites and apps are competitors in this segment
Apps such as Career Councillor, career advisor, career360 etc. offer
the same type of benefits along with a plethora of websites and
hence a large number of points of parity exist.
• The app would belong to educational apps and hence would be
similar to such apps. Career guidance, Upcoming examinations,
would all be available.
• However to for other things such as syllabus and results
students would be guided to trustworthy sources.
• In other words the app would just act as a true adviser and
guide not a repository of information.
COMPETITORS

13. • Youth centric and immediate solution provider for any academic
confusion or doubt
• Build on points of differences with other apps such as direct
conversation with experts, interviews of achievers, advise that can be
implemented immediately and immediate solutions for problems all
at one place.
POSITIONING FOR CUSTOMERS

14. • Collaborators would be treated as important as customers for their
services and would be provided with appropriate returns for their
services.
• They would be made aware of all the company targets and
implementation details.
POSITIONING FOR
Collaborators

15. The company would be positioned as a firm that has
• High future growth
• Respect for individual
• Thirst for excellence
• And provides great service to customers
POSITIONING FOR employees

16. • The app would provide lots of benefits to the users ranging from
career guidance to discussions and advice from academic experts.
• The company would have to bear initial costs of designing, marketing
the app and employee payments which after some time would be
recovered through revenues.
PRODUCT

17. NAME OF APP : THE BEST NEXT MOVE
TAGLINE : Igniting Minds, Inspiring Future.
BRAND MANTRA : Truth Career Guidance
BRAND

18. • The basic version of the app would be free while premium membership
would cost $8 per annum.
• Consumers would be eligible for two months premium membership if they
successfully get the app downloaded by 20 people.
• First 50 downloads would get 3 months free premium membership.
• Regular contests would be held both online and offline and participation
would be through app only.
PRICE AND INCENTIVES

19. PRICE AND INCENTIVES
• Employees would be eligible for various awards such as best
employee, most valuable employee etc.
• Payment for employees would include share from profits to the
firm.
• Stakeholders would be paid regular dividends and other benefits.

20. • An online blog for promotion of app which would be continuously
updated to make users aware of new features.
• Customized emails
• Facebook, twitter and other such social media
• YouTube
• Facebook advertisement, google AdWords.
COMMUNICATION TO
CUSTOMERS

21. COMMUNICATION WITH COLLABORATORS,
STAKEHOLDERS AND EMPLOYEES
• Regular Emails
• Quarterly booklets with analysis and
growth details.
• Weekly meetings and exchange of
ideas.

22. The four broad buckets of metrics i.e.
• Performance metrics.
• User and usage metrics.
• Engagement metrics.
• Business metrics
would be analysed.
• Feedbacks received on various platforms would be
thoroughly scrutinized and good suggestions
implemented..
• Annual reviews would be analyzed .
• The employees would be rated throughout the year.
• Performance of current goals would be analyzed real
time by streaming relevant data from multiple sources
and future plans and goals would be decided.
Performance evaluation

23. • Created by Arpit Aggarwal from IIT Roorkee
• Under Prof Sameer Mathur, IIM Lucknow.
DISCLAIMER