The document outlines a marketing plan for a mobile app called "Style Tryer" that allows users to take 360-degree photos of themselves and virtually try on different hairstyles and beard styles. The plan discusses targeting salons and spas as premium customers, launching free and paid app versions, and promoting the app through social media, influencers, and app store optimization. The goal is to attract users and drive downloads of the paid version for revenue.

1. By- Jishnu Mohan

2.  Executive Summary
 Situation Analysis
 Goal
 Strategy
 Tactics and Implementation

8. The aim of this app is to enable customers to try
out different hairstyles and beard styles so that
they wouldn’t be “trying” it out when they go
to the saloon

9. What this app essentially does is, it takes a 360
degree picture ( using the features present in
apps like Sphere – 360 Camera, Panorama: 360,
etc) of the person and, enables him to try out
different hairstyles on the picture and see for
himself how he looks with it.

12. The app “Style Tryer” faces a stiff competition
from existing apps like “Beautiful Hair Style
Salon”, “Hair Cut Studio”, etc
But, marketing the app in the right way and
providing certain features can give it the edge.

13. Beyond just hairstyle, the app is designed for
customers to try out various beard styles and
hair colouring as well.

14. A survey by “Men’s Health” revealed that boys
between the age of 13-25 have a haircut once in
4 weeks.

22. Apart from these famous salons, there are many
other spa s and beauty parlours.
They can act as important customers as salons can
buy the app and project the images on a bigger
screen and thus have an edge over their rivals

24. The app will be up in the playstore for free in
order to attract more customers.
But, the free version will have only limited
number of hairstyles and beard styles which
can be tried on

25. The premium version will have all the hairstyles
and beard styles and also hair colouring option
and will come at a price of 3$

26. In the initial stage, customers will be getting only
the free version of the app.
Which is exactly why salons and spa s are
important market as they will be buying the
premium version to have all the hairstyles and
beard styles.

29. The app relies mainly on the “Premium” version
sales for the first 3-4 months after which, ad s
will fetch around $15 per day after a significant
number of downloads.

33.  It is always good to create some suspense
before launching the app
 Interesting video clips and visuals without
giving the entire app idea away arouses
interest
 Creating pages and making posts on
Facebook, Instagram and Twitter gets bigger
outreach

34.  Build an enticing microsite which aggregates
information about the product.
 Build a teaser or giveaway offer into your
microsite and invite people to share their email
address to stay updated on when your app
launches

36.  Press kit includes information about the
problem the app is solving, but not enough
detail to completely give the product away.
 Pre Launch Press release focuses on “why” the
app and the post launch press release focuses
on “what” the app is about.

37.  One of the most under-rated, but highly
effective strategies is app store marketing
 A lot of people browse with keyword searches
and wise and smart choice of keywords by
researching on successful competitors gives the
app a edge.

38.  A mobile app’s retention rate depends on
multiple factors. But, indeed, ‘first impression
is the last impression’, and having a delightful
on-boarding experience for users is a must.
 Users downloading the app is only half the
battle won.
 Messages like Hello’, ‘Welcome Back!’, ‘We’ve
missed you’, are all great ways to ensure your
users feel wanted and appreciated.
 The entire motto of this technique is to ensure
your brand values and appreciates the user

39.  Involving app users to share their activity on
social networking platforms such as Twitter,
Instagram and Facebook is a brilliant technique
to convert app users into brand ambassadors
and to also generate productive organic user
growth.
 App users can be asked to share some of their
hairstyles they try on social media platforms.
 This technique is followed by many games
where users share their high scores.

40.  Getting a famous celebrity with an eye
catching hairstyle to team up will take the app
places!
 Nike once joined hands with singer and 5-time
half-marathon runner Ellie Goulding to market
one of their apps.
 Users will be convinced that the app is
nothing but the best!
 Trust, credibility, more users- guaranteed.

45.  The product s attributes and benefits are well
defined.
 Hairstyling should be made simple for
customers
 This is a smart hairstyler that is both
personalised and allows users to try hairstyles.
 It is simple. It is fun and It is extremely
accurate.

46.  The best place to launch the app is Google
PlayStore.
 However, launching it only for Android users
limit the customers.
 Launching the iOS and the Windows version
of the app expands the customer base.

47.  The app is free for limited hairstyles and beard
styles.
 The Premium version of the app is priced at 3$
 The Premium version of the app includes all
the hairstyles and beard styles and also hair
colouring looks.

48.  Once the app is sold to many spa s and salons,
it will act as advertising medium to spread the
app to the customers of the salons.
 Social media marketing through Facebook and
Twitter pages will increase promotion and
downloads.
 Tying up with celebrities and involving users
to share their activities on the app on social
media platforms increases the outreach of the
app.

49.  Users should be asked for feedback
 The more positive the ratings are for the app,
the better chance it has of being downloaded.
 Reaching out to unhappy users, resolving their
issues and asking them to leave a rating on the
app store if they were satisfied are important
steps to satisfy customers.

50.  The basic and core services should be
distinguished from the premium version of the
app.
 User module and steps to use the app should
be present as one of the chapters of the app.

51.  The appearance of the app is key to its
downloads.
 The design and the graphics of the app should
be eye catchy
 There should also be a “Need for Speed”. The
app shouldn’t hang or be slow.

54.  Created by Jishnu Mohan, SRM University during a
marketing management internship under the guidance
of Prof. Sameer Mathur, IIM Lucknow