This presentation presents a marketing plan of an app titled Notefy, a virtual platform exclusively for students to share notes, discuss ideas mentor juniors and spread knowledge. This presentation is prepared by Pallabh Bhura of Jadavpur University during a marketing internship under Professor Sameer Mathur, IIM Lucknow.

1. Note. Share. Learn.
Notefy

3. Marketing Plan for the App
Implementation
Strategy
Executive
Summary
Exhibits
Pricing
Strategy
Tactics
Situational
Analysis

4. Executive Summary
• Technology in education is creating a disruption in the higher
education sector globally.
• The market for self-paced e-learning is growing very fast in the
developing economies- highest being 17.3% in Asia.
• Within India, there has been a steady growth in the adoption of
blended or hybrid learning models and even complete online
delivery models.
AN OPPORTUNITY FOR NOTEFY!

5. What is Notefy
A virtual platform exclusively for
students to share notes, discuss
ideas mentor juniors and spread
knowledge.

6. Salient Features
• A database of notes catering exclusively to the needs of students.
• Record audio and video notes.
• Discussions page to raise relevant questions.
• Separate portals for institutions to better connect seniors and juniors.
• Mentorship option to earn and spread at the same time.
• Read offline feature (although free sharing restricted).
• Feedback rating system to ensure quality of notes and mentors.

7. our office

8. Target Segments
Demographic
College Students- 18-23
High School Students-13- 17
Recent Graduates (Mentors)- 23-27
Psychographic
Class notes are valued and Xeroxing
remains a hassle for many.
Many are looking for alternatives to
highly monetized private tuitions.
Many want a part time income.

9. Micro
Marketing
The most appropriate level of segmentation for Notefy.

10. But WHY
• The presence of a host of similar companies makes it very
difficult to mass market our app.
• A concentrated approach on individuals institutions (schools and
colleges) will yield better results.
• Identifying individual issues at separate institutions and
formulating relevant strategies will be the way forward.
• Providing exclusivity to individuals will help increase user base.
?

11. Khan Academy Udemy
(closest)
Byju’s App

12. • Udacity
• CourseEra
• GotIt
• EdX

13. Points of Parity
▸ Uploading/Downloading content.
▸ Video lectures.
▸ Subject Catagories.
▸ Feedback and rating system.
▸ Promotion Strategies.

14. Points of Differences
▸ Database of Class Notes.
▸ E-Xerox feature(Sharing notes).
▸ Personalized Mentoring Feature.
▸ Connecting peers of the same institution
through separate discussion forums.

15. Collaborators
Google
Ads for
promotion
E-Wallets
(PAYTM)
Amazon
Kindle
Sponsors
and ads.
Schools NOTEFY

16. • To create a database of notes and audio/
video lectures exclusively for the student
community.
• To connect peers of individual institutions
to facilitate better information exchange.
• To allow inter-institution exchange of
study materials and facilitate collaborative
efforts.
MISSIONS AND VISION

17. Goals

18. Financial Goals
At the end of 1st fiscal year,
User-Base- 10,000
Monthly costs- Rs 92,000
Monthly revenue- Rs 1,50,000
At the end of 2nd fiscal year,
User-Base- 70,000
Monthly costs- Rs 1,30,000
Monthly revenue- Rs 5,50,000 See Exhibit 1 and 2
Break-Even at Q5.

19. Rs 22,48,850That’s a lot of profit
100%Total success!
70,000users
And a lot of users
After 2 years

20. 22,48,850Whoa! That’s a big number for a small startup!

21. “Goals without a plan
remains a wish.
But…

23. Place your screenshot here
Product Strategy
Create Discussion Page
Upload Notes
Record Audio/
Vide Notes
Look for mentors
Portal for Institution
Download
notes
My contents
E-copy using
QR code
Raise a
question
My Credits

24. Product will be
available to only
a specific target
segment of
students.
This will provide a
sense of exclusivity to
the users.

25. Pricing
Strategy

26. Unlimited Access
Personalized
Mentoring
(mentoring fees applicable as
demanded by the mentor)
No discount
coupons
No personalized
Mentoring
Access to
10 notes/month.
Free E-Xeroxing
At only $6.99
p.m.
E-Xeroxing fees
(Standard rates applicable
for distributing notes )
No AdsAds
Discussion Forums
and online lectures.
Discussion Forums and
online/offline lectures.
Regular discount
coupons.

27. Application of Ad strategies
like Native Ads, Targeted Ads
will help maximize ad
revenues.
In App Advertisement for the free version.

30. Branding the App

31. Incentives
For the free version,
• 2 extra download for each referral.
• Upload 1, Download 3.
• 14-Day free access to premium features.
For premium version,
• Discount coupons for personalized mentoring.
• Free e-books in collaboration with Amazon Kindle in the initial phase.

32. Marketing
Communication

33. • Direct communication to individual institutions
starting with our own university.
• Through separate campus ambassadors.
• An active social media presence. (FB page, twitter
account etc.)
• Lucrative offers through emails to regular
subscribers.
• Content Marketing ( Blogs, articles on students,
campus life, education etc.)
• Maintaining a website.

34. In-App
Communication

35. Distribution Channels
Play Store Apple App
Store (later)
Advertisement at the school/college website, magazines etc.

36. Advertisement
Digital Marketing Channels will primarily include Google, YouTube, Facebook.
Targeted marketing with the help of Google’s AdMobs and the likes.
AdMobs also help to monetize your app and maximize revenue.

37. Value
Proposition

38. How do we provide Value ?
Great for last-
minute study.
A complete
STUDY BUDDY.
A database of notes
and lectures to soak
knowledge. Will also
allow collaborative
efforts.
Personalized
Mentoring will help
clearing concepts and
allow better
information
exchange.
A part time
income for
mentors.

39. Implementation
Strategy

40. OUR
PROCESS
Is Defined

41. Feedback
A rating system to
ensure quality of
notes, lectures
and mentors.
Control and Evaluation
Surveys
Continuous surveys
to improve app as
per the changing
trends and demands.
Public Relations
An active PR team
to look into any
grievances/queries
of the users.

42. Exhibit 1- Costing
Factors Cost(Rs/month)
Advertisement
(Facebook , Admobs, conducting
seminars)
10,000
App development and web design 50,000
Server cost 20,000
Initial Investment = Rs 80,000

43. Exhibit 1 (contd.)
Fixed operating Costs- Rs 50,000/month which increases at 20% every 6 months –Y1
40% every 6 months- Y2
Total costs after 1st Year=Rs 6,60,000
Total costs after 2st Year=Rs 19,90,560
Total Approx. Cost including Investment= Rs 21,00,000(Recurring investments ignored for ease of calculations)
Factors Cost (Rs/month)
Marketing 10,000
Mantainance
(Electricity, server)
10,000
Salary(technician ,campus
ambassadors, analyst)
30,000
10,000
Total 50,000

44. Exhibit 2
Assumptions
1. Conversion rate from free to premium- 5% in the 1st year
and 10% in the 2nd year.
2. Active free users daily is assumed to be 40% of total
users.
3. Revenue generated from ads is 2$ per 1000 users daily.
4. Commission from mentors, revenue from e Xerox neutralize
the discount coupons and hence neglected.
5. Premium Rate= $6.99

45. Exhibit 2- Revenue Model
Time Period Number of
downloads
F r e e
users
Active free
u s e r s
daily(50%)
Approx Revenue
from ads (in Rs)
2$=Rs 130)
P r e m i u m
Subscribers
Revenue from
premium users
(6.99$=Rs466)
(in Rs)
Total Cumulative
Income(in Rs)
Quarter 1 500 475 237 237x0.130x90=
2800
25 11,650 14,450
Quarter 2 1000 950 475 5,600 50 23,300 43,350
Quarter 3 5000 4750 2375 28,000 250 1,16,000 1,87,350
Quarter 4 10000 9500 4750 56,000 500 2,33,000 4,76,350
Quarter 5 20000 19000 9500 1,12,000 1000 4,66,000 10,54,350
Quarter 6 30000 28500 14250 1,70,000 1500 7,00,000 19,22,350
Quarter 7 50000 47500 14250 2,80,000 2500 11,65,000 23,18,850
Quarter 8 70,000 66500 33250 4,00,000 3500 16,30,000 40,00,000
Break
E v e n
at Q5

46. RECAP

47. • The App Interface and features.
• Value Propositions.
• Allows better information
exchange.
• Low brand value.
• Established competitors.
• Limited features in the free
version.
• Campaigns like Digital India
encouraging technology-driven
startups.
• Connecting peers within the campus has not
been dealt with yet.
• Many still prefer offline content.
• E-education still not encouraged by
many.
• Big MNCs and non-profit organizations
starting such initiatives

48. THANK YOU!
Any questions?
You can find me at
pallabhbhura1997@gmail.com

49. Disclaimer
▸ This presentation is created by Pallabh Bhura of Jadavpur
University during a marketing internship under Prof. Sameer
Mathur, IIM Lucknow.
Prof. Sameer Mathur Pallabh Bhura
THANK YOU!