Movere is a motivational app that provides quotes, videos, and stories to motivate users. It aims to create a platform for sharing success stories. The marketing plan discusses targeting young smartphone users, entrepreneurs, and students. It outlines the product as providing various categories of motivational content. Paid premium subscriptions will unlock additional features. The strategy involves partnering with bloggers, universities and investing in quality content and interface. Distribution will be through app stores, social media and universities. Performance will be evaluated based on downloads, feedback and conversion rates.

1. MOVERE
Relate.Motivate.

2. Marketing Plan for a New Android App

3. Executive
Summary

4. What is MOVERE?
Movere is a personal
motivator app that provides
endless sources of
motivation. You have to pick
the one you want.
Through:
• Quotes
• Videos
• Stories
The Aim is to motivate and
create a platform to share
success stories

6. Core Competencies:
• Ability to find usually unknown great
personalities to serve as motivation for
users from Variety of backgrounds.
• Interesting modes to get motivated in
“Me Time” like Videos, Quotes, and
stories.
• Interactions between users made easy.
Strategic Assets:
• Expert content writers and bloggers
• Extremely user-friendly interface
• Regular notification system to keep
users motivated throughout the day.
Company Overview

7. Best Motivational Stories
4.5
ThinkUp
4.5
Positive Thinking
4.5
(Not available on Tab)
Market Overview

8. Opportunities:
• User interface is lacking in this
segment of apps.
• No other motivation app has
Motivational Videos.
• No other motivation app has
categories of stories for more
personalized experience. Threats:
• Large Consumer base of pre-
existing apps.
• Users will not easily get the
advantage of Movere over
others.
Market Overview

9. Market Overview
Target Customers
• Young smartphone consumers who want productive “Me Time”.
• Women who aspire to achieve specific goals.
• Entrepreneurs who have just started off.
• Aspiring children who are not that familiar with great personalities.

10. The
Goal

11. Whereshouldbe Movere in future ?
Downloads
100 Thousand in 6 months
1 million in a year
Conversion Rate
5% in 6 months
8% in a year

12. The
Strategy

13. Target Market
Customers:
• Customers targeted will be mostly within
ages 15-25.
• Motivation doesn’t need any profile!
Customer needs:
• Need of an external motivation source.
• Desire to have a productive free time.
• Need of a single platform to find
inspirational stories in specific fields.

14. Target Market
Famous
motivational
bloggers &
authors
• Motivational Talk
series(TED, Talks at
Google, 99U,BigThink
etc.)
Motivational
Speakers(For their
official videos and
events)
Renowned Universities
(as Communication
Partners).
Investors
(Ads)

15. Target Market
• App Development team
• Content Writers(Each specialized in certain fields)
• Content Search team
• Editor
• Marketing team
• Customer Feedback team
• Financial Management team

16. Target Market
• Poor User Interface
• No defined categories of
stories
• No Videos available
• Only Affirmations app • Not available on Tab
• No defined categories of
stories
Best Motivational Stories ThinkUp Positive Thinking

17. Target Market
Points of Difference:
• All in One App
• Motivational Videos
• Smoothest User Interface
• Recommendation Section for
books and events
recommendation
Points of Parity:
• Motivational Quotes
• Motivational stories
• Affirmation reminder
• Experience Sharing

18. Target Market
Socio-cultural:
“High School Dropouts say lack of
motivation is the top reason to quit.”
-(Source: Education Week) Economic:
• “Average smartphone
user spends $3 on apps
monthly.(More than price
of Movere)
-(Source: Quora)

19. Value Proposition
• Get motivated in your Free Time without searching much
for motivation.
• Watch stories of successful people narrated by themselves.
• Want to take action? Quickly set some goals / affirmations
in the same app.
• Compare your progress with others.
• Share it when you succeed.

20. Value Proposition
• Help them channelize their content at a platform where
people come to get motivated.
• A unique app with world-class qualities. Therefore success
is guaranteed.
• “Everyone faces a lack of motivation at some point of life.”
Therefore huge potential consumer base.

21. Value Proposition
• A platform for specialist Content Writes
to showcase their deep knowledge in a
specific field.
• Job security with a good reasonable
salary.
• “Always Welcome” environment for
innovation.
• Flexible Job timings for Content Writers.

22. The
Tactics

23. The Product
 Various fields to select from.(Sports, Business, Women
Power, Academics etc.)
 Unlimited access to constantly increasing database of
inspiring stories edited to keep it short and simple.
 Social Platform to Share Experiences.
 Affirmation reminder.

24. The Service
 Instant Reply to customer queries and grievances.
 Dedicated team for responding to their suggestions.

25. The Brand
Name : Movere
(Latin root of the word ‘Motivation’)
Slogan: Relate.Motivate.
• Slogan is kept simple to depict
“Clean” user experience.
• Meaning: Relate to the stories, get
motivated and motivate others by
your success stories.
Logo

26. The Price
30 day Free Trial:
• Access to 10 stories. After that 5 stories/month.
• Access to 10 videos. After that 3 Videos/month.
• Unlimited access and Download Feature for inspirational
quotes.
• Affirmation Reminder.

27. The Price
Premium Subscription: ($0.99/month) OR
($9.99/Year)
• Unlimited access to stories.
• Unlimited access to videos.
• Unlimited access to inspirational quotes.
• Affirmation Reminder.
• Recommendation Section for stories and Events.
• “Offline Mode” for stories, videos and quotes.
• Occasional free passes/coupons for motivational talk events.

28. The Incentives
Free occasional
Passes/Discount
Coupons for
motivational talk
events
Extended Membership
Period for upto 3
months if users get
their friends to use
the app.

29. Through Top Universities in
each city. (For Customers)
Through ‘Idea Sharing’
events. (For Collaborators)
Through motivational
blogs and Videos. (For
Customers)
Through YouTube
channels of app. (For
Customers)
Through Other
Social Media like :
The Communication

30. Google Play
Store
Apple App
Store
Chromium
Extension
The Distribution

31. The
Implementation

32. The Infrastructure
• Corporate
Marketing
• Sales
• Product Design
• Customer Feedback
• Collaborator &
Investor Relations
• Editors
• Content Search
• Content Writers
• R & D
• Bug Fixes
App
Development
Team
Content
Writing
Marketin
g
Public
Relations
CEO

33. The Process
Setting Monthly
Goal about the
content to be
added
Content
Writing
EditingPublishing
Customer
Suggestions

34. The Schedule
Market Research: 1 month
(initial) and 3 days/month
subsequently
Setting Goal: 3 days/month
Content Searching, Writing &
Editing: 10 days/month
App Development and
Research: 5 days/month
Holidays &
Emergencies: 10
days/month

35. Control

36. Performance Evaluation
• Through number of downloads/month.
• Through Customer Feedback.
• Through conversion rate as set in goal

37. Environment Analysis
Criteria:
• Number of Downloads of Competitors
• App Interface Quality of Competitors
• Overall Rating of Apps of Competitors on Play Store

38. The
Exhibits

39. Core Values
The Aim is to reduce these numbers. …and to make productive use of these.

40. The Summary
 The Executive Summary
 The Situation Analysis
 The Goal
 The Strategy
 The Tactics
 The Implementation
 Control
 The Exhibits

41. Disclaimer
This Presentation was prepared by Soham Gorade, MES AGC,
Pune as the Final Project during Marketing Internship under
Prof. Sameer Mathur (IIM Lucknow).
Prof. Sameer MathurSoham Gorade

42. THANKS FOR
WATCHING