This document summarizes a mobile app called Matrika that aims to be a one-stop destination for women to track their menstrual cycles and lead a healthy lifestyle. The app provides both free and premium services such as period tracking, fertility prediction, ordering supplies from local pharmacies, health tips, and myth busting. It aims to reach 1 million women within a year by starting grassroots campaigns and social media promotion. The strategy involves positioning the app as empowering women rather than just providing services. Tactics include free features to attract users and premium subscriptions for additional benefits.

1. Embrace yourself...

3. ExecutiveSummary

4. is a one stop destination for
women for living a healthy
period. From predicting the
stage of menstruation cycle to
recommending ways to lead a
healthy lifestlye, matrika does it
all.

5. Establishing the app as a
“NECESSITY” among women
and generating worldwide
acceptance about the hushly
talked about issue of
menstruation.
VISION

6. Achieving a broad
coverage. Reaching out to
at least
1 million
women within a span of
1 year.
MISSION

7. SituationAnalysis

8. COMPANY
OVERVIEW
PROVIDES BOTH
FREE AND
PREMIUM
SERVICES
EMERGENCY
HOME
DELIVERY
FROM
NEAREST
PHARMACY
A DATABSE OF
PERIODS CYCLES
AND MOOD
SWINGS
SYNC WITH
OTHER
HEALTH APPS
MENSTRUATION
MYTH BUSTERS
HEALTH TIPS

9. MARKET
OVERVIEW
54% of girls and
women between 16
and 24 find talking
about periods
embarassing.
Around 1000
period tracking
apps are available.
Only 20 are
accurate.
Gynaecologists are
warning against too
much reliance on
technology and
replacing it with
contraception.
More than 200
million menstrual
trackers have been
downloaded
worldwide.

10. Oppurtunities

11. Threats

12. BIRTH DEATH
Target Customers
From Adoloscent girls to
women reaching their
Menopause, Matrika
aims to reach them all.

13. Goal

14. We aim to reach maximum number of women.
We aim to assist them, such that they are never caught off guard.
We aim to enlighten them, such that they are never shackled by myths.
Let not a certain biological process curtail the power of women
Let them embrace themselves.

15. STRATEGY

16. Consumers
NEEDS: To predict the dates of start of cycle,
ovulation and mood.
VALUE PROPOSITION: Healthy lifestyle
recommendations, emergency ordering of
sanitary napkins, tampons, etc through app,
gynaecologist reference by other users, myth
buster stories auto sync with other healt apps,
and app updation whenver required.

17. Collaborators
NEEDS: Enhancing Brand Image,
achieving publicity and increase of sales.
VALUE PROPSITION: Sofy can associate
its brand Image with Matrika's mantra of
Women Empowerment. It can also help
regular customer interaction.
Menstrupedia can gain wider reach and
popularity by hosting their myth busters
on the platform.
Both the collaborators and Matrika reap
the benefits of enhanced brand value,
thus making it a win-win scenario.

18. Competitors
Same Category apps providing
similar services.
Competitors- Maya, My Calendar,
Flo
In order to stand out, position the
app, not as a service but as a key to
empowerment. Enhancing the value
that the customer derives from the
service.

19. Tactics

20. Embrace yourself...
LOGO AND SLOGAN

21. Product and Price
The free version covers the key features
provided by competitors and the
premium verson covers the point of
differences with respect to key rivals.
Premium version is charges 30 cents per
month or $2.30 if paid for yearly
subscription.

22. Free Version Features
Easy Period Tracking and automatic and accurate
fertility prediction
Option to log symptoms and mood
Graphs for weight and temperature
Historic Database of all entries
Period Journal
Myth Busting Trivia
Easy ordering and emergency home delivery

23. Premium Version Features
• Sync with other health tracking apps on phone.
• Information of common uterine diseases such as PCOS
and their symptoms.
• Warnings to visit a gynaecologist in case of
abnormalities.
• Trivia on latest developments in the field.
• Healthy diet and lifestyle recommedations.
• Gynaecologist references by other users of the app.

24. Incentive to Customers
• Unlock premium version
features by inviting
friends.
• In-App rewards to loyal
customers.

25. Promotion
Starting at the
grass root level
by organizing
campaigns and
seminars in
schools.
Campaigning through
social media by sharing
insightful information and
educating the mass.

26. Distribution
The app will be available on Google Play Store and
Apple Store.

27. Implementation

28. Process
App Development
Company Registeration
Fixing Budget
Hiring Workforce
Promotional activities
Launching the app
Continuous Market Research for
upgrades

29. Executive Summary
Situation Analysis
Goal
Strategy
Tactics
Implementation

30. Disclaimer
Created by Yavantika
Malani, St. Xaviers
College Kolkata, during
a marketing internship,
by Prof. Sameer Mathur,
IIM Lucknow.