This document summarizes the marketing plan for an app called "My Voice" created by techSOL to help people without speech communicate. The app allows users to write text that is then converted to audio speech. techSOL estimates 0.3 million potential users in India and aims to reach 0.1 million users within the first 6 months. The app will be available for free and via a premium version. techSOL will collaborate with organizations supporting people with disabilities and recruit speech therapists.

1. MARKETING PLAN OF “MY VOICE”
APP FOR PEOPLE WITHOUT SPEECH

2. EXECUTIVE SUMMARY
• MY VOICE aims to be the voice for people without
speech.
• Effective face to face communication for users by
techSOL[1].
• Take conversation to a new level, convert your
handwritten text to audio.
[1] techSOL is a hypothetical firm.

3. techSOl
• techSOL aims on providing a new platform of
conversation to people without speech.
• techSOL’s product MY VOICE is available on iOS,
Windows and Google Play Store.

4. MARKET OVERVIEW
• Potential users of app estimated to be around 0.3
million.
• Similar apps available presently but do not serve the
purpose of users.
• Collaborations with Accessible India Campaign and
create a network of Speech Therapists.

5. TARGETED USERS
• People without gift of speech.
• People having speech impediment.
• A text to audio converter app for other users.

6. GOAL OF techSOL
• With 74% literacy rate and 30% smartphone users in India,
potential users estimated to be 0.3+ million from 2011
Census Data.[1]
• To reach 0.1 million users in the first six months of the
launch of the app.
• To make the free Version of app available to all people
without speech.
[1] http://www.census2011.co.in/

7. TARGET MARKET USERS
• Converts handwritten text of people who cannot
speak or have speech impediment to speech.
• Platform of writing and learning for primary
students.
• A text to audio converter app for other users.

8. COLLABORATORS
• Accessible India Campaign.
• Network of Speech Therapists.

9. COMPETITORS
• Talk- Text to Voice by Abast Multimedia (available
free of cost on Google store).
• Speak it by drollgames (available free of cost on
Google store).

10. THREATS AND OPPORTUNITIES
THREATS OPPORTUNITIES
Price of the devices on which app is
supported may be high for some of the
users.
Users without prior experience with these
devices will face difficulties.
Currently, no app present to convert
handwritten text to audio, along with
details of speech therapists nearby and
other services.

11. UNIQUE FEATURES OF
“MY VOICE””
• Use interface for writing and get the audio, much
effective way of face to face communication .
• Choose your voice through a frequency, wavelength
and pitch combination.
• Get information on nearby Speech therapists.
• Get your audio in foreign as well as regional
languages.

12. WHAT’S IN FOR COLLABORATORS?
• Provide our collaborators with local customers and
media advertising.
• Gives them access to our nationwide database of
users and other collaborators.
• Discounts on app after crossing a threshold of
customers.

13. WHAT’S IN FOR OUR
STAKEHOLDERS AND EMPLOYEES?
• Unique app in this sector of product and services.
• A large number of target users in the country itself.
• Healthy office atmosphere for Tech team to work in,
paid trips for Outreach team to gather collaborators.

14. PRODUCT AND SERVICES
• Convert handwritten (through stylus input) text and
typed text to speech.
• Free Version- default audio with the app.
• Premium Version- Choose your own frequency and
pitch for your audio, along with timely updates of
users location to the guardian.

15. PRODUCT AND SERVICES(contd.)
• Ease of saving handy phrases and a quick
introduction for multiple times use daily.
• Information and services of nearby Speech
Therapists.

16. PRICE
• With a superb user interface, there is a free as well
as Premium Version of the app.
• The Premium Version charge $1 from the users, at
the time of installation.

17. INCENTIVES
• Free Premium version when provided by
collaborated therapists.
• Initial 20% discount on premium version to our
Therapists, additional increase of 10% when number
of users cross 100.
• 30% discount to play schools for teaching purpose.

18. COMMUNICATION AND DISTRIBUTION
• App available on iOS, Windows and Google Store for users.
• Premium Version licensed app for Therapists through
Website.
• Online database of users and collaborators for techSOL’s
personnel.
• Quarterly meetings with stakeholders to analyse techSOL’s
profit and growth, once initial six months are over.

19. IMPLEMENTATION
• Tech team for application development and
providing with updates based on user’s review.
• Outreach team for getting more collaborators, for
facilitating between users and current Therapists.
• Marketing team for working with Accessible India
Campaign and media advertising.

20. SCHEDULE
Implementation of certain strategy Duration for Work
Recruitment of tech team, launching of
first version of app and Media
Advertising.
45 Days
(PHASE I)
Outreach team to attract stakeholders
and collaborators.
45 Days
(PHASE II)
Launch of first update based on user’s
review.
30 Days
(PHASE III)
Provide Collaborators with premium
version of app.
(PHASE III)
First Report on number of users and the
generated revenue.
60 Days
(PHASE IV)
First meeting with Stakeholders. (PHASE V)

21. DISCLAIMER
• Created by Mayank Tanwar, IIT Delhi, during
Marketing Management Internship 2016
under Prof. Sameer Mathur, IIM Lucknow.