The document summarizes an app called oFFwork that allows users to log out of work virtually with the tap of a button. It discusses launching the app through an 8 week campaign targeting professional services employees. The app will use a freemium model with basic features free and premium features available through a monthly or annual subscription paid by employers. The strategy involves users downloading the free version, collecting user data to market premium features to employers, and onboarding companies to purchase mass licenses and drive overall revenue higher than app downloads alone. The goals are to reach 1 million downloads in the first 8 weeks, spread awareness to 40 companies, and maintain above a 4.2 app rating.

1. oFFwork
Snooze your workplace on the tap of a button !

2. Executive
Summary

3. Executive Summary
• An app which allows users to log out of the
workplace virtually at the tap of a button
• A freemium app model
•8 week app launch campaign
• Target consumers – professional services
employees
• Paid customers – Corporates employers

4. Situation
Analysis

5. Company Overview
•oFFworK is an app developed by Powrtech
India Private Limited. The Company has
launched several utility apps in the last 3 years.
• Previous apps have succeeded with 12 million +
downloads
• The company has been following the freemium
model in each of it’s projects

6. Market Overview
Close to 700 million professional
employees worldwide have a working
time greater than 40 hours a week
Regions like India, China, Japan and
cities like London and New York have
the largest concentration of extended
working time
Over the past 5 years, employers have
realized over burden on employees is
detrimental and have started
adopting work life balance policies

7. Target Customer
Consumers are all professional
services employees – More than 2
billion world wide
Customers – Payer for premium version
will be employers of these users – as an
HR benefit plan and for
maintaining business as
usual

8. Goals
• Reaching an active user base of 1 million in
terms of downloads in the first 8 weeks.
• Spreading awareness about work life balance to at
least 40 forward thinking companies.
• Ensure app rating across platforms to be above
4.2 post 8 weeks.

9. Strategy

10. Setting the context
Recent studies show that 44 % of
professional employees answer
calls and emails outside their
workplace regularly
Since the advent of the
smartphone, employers have
started expecting even more out
of employees post working time
Employees need to keep work
life balance under control and
oFFworK is just the right app for
it

11. Converting consumers to
customers
Consumers
download
the free
version of
the app
Market HR
benefits to
employers
based on
data
collected
On board
companies
as mass
licensee
Overall
revenue
increase as
more
licenses
sold than
relative app
download

12. Key Stakeholders
Mr. Mark Robinson
CMO of PowrTech
HSD Consulting
Key marketing partner
Amazon AWS
Server load partner

13. Essential Value Proposition
One stop solution to
strike work life
balance
Allows professionals to
prioritize and respond
to emergency situations

14. Tactics

15. Brand Creation
oFFworK
Say good by to your
workplace as soon as
you step out…
virtually as well

16. Pricing
Free App Monthly Premium Annual Premium
Basic app features
like unavailability
tone to all contacts
with firm name
mentioned
$0.99 per month
All advanced
features enabled
like call recording
and urgency matrix
$7.99 per annum
Same features as
monthly premium
but at a volume
discount

17. Implementation
Steps Involved Week 6Week 5Week 4Week 3Week 2Week 1
App launch on all platforms
Rigorous word of Mouth
and online marketing
Video launch on premium
functions
Campaign mails to high
volume corporates
Premium functionality of
app launched
Initiate data mining and
targeted advertised
In app ad – words are launched
for non premium users
Performance Evaluation
Start
Facebook, YouTube, Google PlayStore
Launch video on social media
Select corporates based on data collected
In app advertisements for added revenue

18. All Set For
Launch !

19. Disclaimer
This presentation is prepared by Chirag Mehta ( H.R College – Mumbai University) as
part of a summer internship under Prof. Sameer Mathur (IIM Lucknow).
Chirag Mehta
Prof. Sameer Mathur