This document provides a marketing plan for a mobile app called Canter, which aims to be a one-stop destination for all running and jogging needs. It outlines opportunities for the app to become a top app and instrument of change for runners. The plan targets anyone aged 16-70 interested in preparing for races, maintaining health, and tracking progress. It proposes free and premium subscription models, collaborations, promotions, and implementation over 9 months to develop, test, and launch the app to achieve 50 million downloads and $50,000 monthly revenue within 2 years.

1. Mobile App Marketing Plan
Canter

2. Executive Summary

3. Canter is a one stop destination for all your
running and jogging needs. It is a platform for
individuals to learn,prepare, track, analyse,
socialize and shop for all their running related
activities, in the best possible way.

4. Situational Analysis
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5. Market Overview
72% people in USA own a smartphone. Which equals to 232 Million people

6. Competitors

7. 1

8. 2

9. Opportunities
1. To be among the top 15 apps opened by individuals
opened by consumers on a daily basis.
2. To be seen as an instrument of change for people who
want to run and somehow find it unappealing
3. To be a one stop destination for anyone dedicated to
running.

10. Threats
1. Competition from Big players with high capital
2. Competition
3. No marketing Budget.

11. Target Consumers
Anyone from 16-70

12. Goals

13. 2 years from date of release
1. To have more than 50 Million Downloads
2. To achieve a revenue rate of 50,000 USD per month
3. App Market rating of 4.5+

14. Strategy

15. Target Market
Customer Needs
1. Preparing for races,marathons and field sports
2. Weight loss and maintaining health
3. Keeping track of progress

16. Collabarators
1. Fitness Experts
2. Large Supermarkets
3. E-Commerce websites

17. Competitors
● Nike+
● Runtastic
● Gyms

18. Value Proposition

19. For Consumers

20. Points of Parity
● Health info
● Performance report on your runs
● Tracking your route
● Music
● Sharing on social Media

21. Points of Difference
● Connecting with people with similar interests
● Getting info, discounts and passes running related events happening
around the city
● Personalized summary and analytics on your runs every month
● Discounts on running equipments in leading stores and ecommerce
websites.

22. For Collaborators
Their products get advertised and recommended on the app. Also a profit
sharing formula can be agreed with individual collaborators.

23. For Company
Company earns profit through premium features and possibly through
advertising

24. Tactics

25. Products
● Free Version- All points of parity
● Premium Version - Run Club Membership, Discounts, Event passes,
personalized performance tracking.

26. Price
1. Monthly Subscription - $1
2. 3 months - $2.4
3. 6 months - $4
4. 12months -$6

27. Promotions
● Blogs
● Collaborators
● Consumers
● Social Media

28. Place
Google PlayStore

29. Implementation

30. Infrastructure
● IT team - Responsible for the technical working and updating of app
● Marketing Team- Responsible for marketing and Publicity
● Operations Team- Responsible for day to day working of app
● Finance Team- Responsible for all financial dealings of the company

31. Processess
● First the app is developed incorporating all expected features
● Then all collaborators are met with and details sorted out.
● Test run of the app is conducted and feedback is received and studied
and decisions based on it are taken accordingly

32. Schedule
● 6 Months to develop the app
● 3 Months to test the app
● App should be ready for complete launch in 1 year.

33. The End

34. Disclaimer
This presenation was made by Jacob Antony,CUSAT, during an Internship on
Marketing Management under the guidance of Prof Sameer Mathur, Indian
Institute of Management,Lucknow.