A marketing plan for a safety mobile application called "Feel Secure". This presentation was created by E Santhosh Kumar, IIT Madras, during an internship under Prof. Sameer Mathur, IIM Lucknow.

1. FEEL SECURE
Mobile App Marketing Plan

2. EXECUTIVE
SUMMARY

3. Crimes against women and children are rapidly
increasing around the world.This calls for an effective
solution that enables them to stay secure and
connected with their loved-ones.

4. Introducing FEEL SECURE, a mobile application
designed to help users feel secure and protected from
potential threats in the surroundings.
It achieves the same by helping users:-
Be aware of their surroundings
Stay connected with their trusted ones
Providing access to emergency services
Track movements made by the person in danger

5. VISIONThe company aims to
empower every
individual in the
country through
security, enabling
them to live and
work freely with
confidence.

6. SITUATION
ANALYSIS

7. COMPANY OVERVIEW
Core Competencies
One-stop destination for a wide-range of safety features
Effective communication between the stakeholders – victims,
victim’s loved ones, safety agencies
Quick and easy to use
Adoption of advanced data analytics techniques

8. COMPANY OVERVIEW
Strategic Assets
Revenue from in-app purchases through a freemium model
Large projected user base of college and working women,
children with access to smar-tphones and their parents
Tie-ups with corporations and educational institutions
Partnerships with governments and law enforcement agencies

9. COMPANY OVERVIEW
Product Line
Apps designed specifically for 4 classes of users
Law
Enforcement
Agencies
Healthcare
Emergency
Services
Parents and
Loved ones
Victims

10. MARKET OVERVIEW
Potential
Competitors
Potential
Customers
Potential
Collaborators
Apps from private
companies like Bsafe,
Safetipin, Red Eye, etc.
Apps from
government agencies
like Himmat, which was
launched by Delhi
Police
Working or school/
college going women
Corporations/
educational institutions
keen on their
employee/ student
security.
Children with access
to smart-phones, and
their parents
Law enforcement
agencies – local police,
private security firms
Security technology
providers – security
cameras, etc.
Emergency services
providers – ambulances

11. GOAL
In 3 years,
Secure the position of most trust-
worthy security services app.
 Strong connections with main law
enforcement agencies across the
country
Maintain a steady freemium
conversion rate of 3%
Achieve a user base of over 10
million
Generate a revenue of $20 million

12. STRATEGY

13. TARGET MARKET - CUSTOMERS
Customer Needs to be Fulfilled
Security against possible threats – kidnaps, robbery, murder, rape, etc,
especially during night-time
A fast and convenient means to inform people during emergencies
Keeping loved ones posted about the user’s location and surrounding
Maintaining a database with details on security levels in each area and
nearby safe-spots
Organisations that are concerned about their members

14. Distinguishing Characters of Customers
Live in urbanized cities with high crime rates and also crime
awareness
Have access to smart-phones
Frequent users of public transportation – cabs, buses, minivans
Employed in jobs that demand work during late-night hours, and
possibly night duties
Are cautious about their safety and security
TARGET MARKET - CUSTOMERS

15. Working and college-going women, especially young and
middle-aged females
People who travel late at night, especially those using public
transportation
School going children, primarily those who have the need to
travel alone
Corporations and educational institutions that feel the need to
showcase their commitment towards their employee’s/ student’s
safety
Parents concerned about their children’s safety
TARGET MARKET - CUSTOMERS

16. Law Enforcement Agencies – government and public
Ambulance and other emergency services
Universities
Corporations
Taxi providers – Uber, Ola, etc
Hostel and other accommodation providers
SecurityTechnology Providers
TARGET MARKET - COLLABORATORS

17. The app has several competitors (both private and government
initiated) that offer limited capabilities.The aim of the app should
be to offer a super-set of all features needed by users, both those
already available in competitors, as well as new ones.
TARGET MARKET - COMPETITORS

18. VALUE PROPOSITION
Customer
Value
Collaborator
Value
Company
Value
Feel confident and
secure while travelling
Peace of mind for
parents, relatives and
friends who might be
worried about their
loved ones
Ease of conveying
their location
Means for
organisations to
demonstrate their
concern for members’
safety
Means for law
enforcement agencies
to significantly improve
their performance
Awareness for the
cause
Brand popularity
Wealth maximization
path
Means to collaborate
with the government

19. TACTICS

20. PRODUCTS & SERVICES
Free Version
GPSTracking of user by saved emergency contacts
Alert police and/or ambulance when emergency button is pressed
Message with location to saved emergency contacts when
emergency button is pressed
Provision to use text messaging instead of mobile data to send
notifications (to save mobile’s charge)
Audio andVideo recording on phone when emergency button is
pressed

21. PRODUCTS & SERVICES
Premium Version
Emergency mode activation through gesture and voice control –
screaming, shaking the phone, pressing home button 4 times, etc
Access to database containing analyzed data about security levels
in an area, nearest safe spots, etc
Automated GPS tracking that alert emergency contacts if you
deviate from your usual route
Alert mode – needs user to snooze a notification in specific time
intervals, ensuring that he/she is safe

22. PRODUCTS & SERVICES
In the long-run, the brand also
aims to produce wearable
devices – watches, rings, etc that
will serve as alternatives to the
conventional mobile apps.These
may be connected to the
network through Bluetooth/
Mobile Data and would enable
users to send alerts much faster
compared to the app.
Wearable Accessories

23. BRAND
The brand name conveys the key value proposition to customers
FEEL SECURE
Brand Mantra: -
Reliable Safety for All
Core BrandValues:-
Trust
Reliability
Ease and Efficiency of use
Accessible to all
Quality of services
Technological Innovation

24. PRICE
Freemium Strategy
Clear distinction between free and
premium services provided
Premium pricing
$5 per month for monthly
subscription
$50 per month for yearly
subscription
$45 per year per user for
organizations willing to partner

25. INCENTIVESRewards for app referrals
Discounts for users contributing to help improve the database –
through surveys, etc
 Branding as employee-caring for companies that partner
Improved brand image for law enforcement agencies, in the eyes
of the public

26. COMMUNICATION & PROMOTIONS
Conducting safety awareness workshops, preferably in
collaboration with the police department, etc
Getting in contact with HR departments of organizations
Social media presence –
Facebook page,Twitter,
YouTube channel, etc
Newspaper Ads
Word of Mouth
communication
Maintaining a blog

27. DISTRIBUTION
Application stores like
Google Play Store and Apple’s
App Store
Tapping App
recommendation sites like
Appoke
Partner with mobile/
software manufacturers to
allow for pre-installed apps
CompanyWebsite

28. IMPLEMENTATION

29. STRATEGIC BUSINESS UNIT
App
Development
Team
Business
Development
Team
Marketing
Team
Data
AnalysisTeam
Accountancy
and Finance
Team
Public
Relations
Team

30. PROCESS
Pre Launch
Forecasting demand and
conducting market research
Identifying market
segments and crafting the
brand positioning
Setting product strategies
Setting pricing strategies
Create the app with inputs
from designers
Post Launch
Analysing customer
feedback and trends
Further customer studies
through surveys, etc
Continue strengthening the
brand positioning by forming
tie-ups with organizations
Keep improving the existing
database

31. THANK
YOU

32. DISCLAIMER
Created by E. Santhosh Kumar, IIT Madras, during a Marketing
Internship by Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur, IIM LucknowE. Santhosh Kumar, IIT Madras