The document discusses several nightlife discovery apps operating in various Indian cities. It provides details on the founders, ratings, number of downloads and cities of operation for apps like Instabounce, Partiko, Towntrot, Happitoo, MyCityWay, and Nearify. It then summarizes some of the key features of these apps like redeemable coupons, defining boundaries, personalized themes, and events covered. The document further discusses potential areas of improvement for existing apps and how existing features could be enhanced. It proposes potential partnerships, branding and positioning strategies, and marketing and engagement plans to promote a nightlife discovery app.

1. AbhirupLahiri
SwatiSingh

2. Market Overview
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
Instabounce
Founder :- Spulrge
Entertainment Private
Limited
Average Rating :- 4.3
Number of downloads :- 10000-
50000
City operational in :- Delhi
The product What’s New?
The Last
Entry Time
Section
Shows what is the
last entry in a
place. This feature
helps us to address
when we have a
time frame in
mind.
Delhi
Redeemable
coupon
Added feature for
impromptu offers for
consumers. A win-win
situation for both
since it helps in
clearing out the stock
and makes the app
more popular
Partiko
Founder :- Partiko
Average Rating :- 4.9
Number of downloads :- 10000-
50000
City operational in :- Delhi
Comedy Nights
Pariko in addition to
restaurants and bars
gives an information
about comedy events
happening in the city
Bangalore
Mumbai
Towntrot
Founder :- Towntrot
Average Rating :- 4.3
Number of downloads :- 5000-
10000
City operational in :- Delhi,
Bangalore and Mumbai
Define your
own
Boundaries
Most apps have a
default boundary
selection. This app
gives the consumers a
free hand in selecting
their own areas
Pune
Goa
And 10 more cities…
Happitoo
Founder :- FNB City Media
Pvt. Ltd.
Average Rating :- 4.4
Number of downloads :- 10000-
50000
City operational in :- 15 major
cities
‘Six’ easy steps
The app positions
itself on the ease of
registering. Also, a
free trial without
registering is also
offered in this app
Personalized
themes
For every ‘Type of
Night’, this app has a
personalized theme,
which makes the look
more aesthetic to the
consumer
What’s New?
MyCityWay
Founder :-
MyCityWay
Average Rating :- 4.2
Number of downloads :-
50000-100000
City operational in :-
founded in New York.
Operates in major cities of
the world
Nearify
Founder :- Nearify
Average Rating :- 4.2
Number of downloads :-
50000-100000
City operational in :-
founded in New York.
Operates in major cities of
the world
Features like:-
Karaoke
Food Festivals
Film Premieres
Rock Concerts
The product
Partiko
Comedy
Nights
Instabou
nce
The Last Entry
Time Section
Redeemable
coupon
Towntrot
Define your
boundaries
Delhi
Bangalore
Mumbai
What’s New?
Delhi
Happitoo
‘Six’ easy steps
Personalized
themes
15 major
cities
MyCityWa
y
Nearif
y
Compatibility
Other Features
Karaoke
Food Festivals
Film Premieres
Rock Concerts

3. Product Features
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
The power of 5
What could be taken from the existing products?21 3
‘The talking app’
The OUWT app is
interactive and
the whole image
can be improved
by adding
personalized
theme.
Version compatibility
In India, to target
the mass of the
population who
still use lower
version, this
could be added
as a feature.
Added features
Other events
could be included
in the app to
expand itself into
areas than just
what ‘nightlife’ is
usually
considered.
Karaoke
Concerts
Food
festival
Film
Premiere
What could be improved in the existing model?54
“All that is fine, but what is the cost?”
We observed that in the app, the cost
per person for After Eateries was not
provided. For the ‘budgeted minds’
out there, this feature would make
the app more useful and informative.
“+1 for the angry bird”
One of the major thing missing out in
the beta version was the login facility
with Google+ and Twitter. Seeing the
number of users in these domains,
we think that the login facility should
be included.

4. Potential Partners
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
1 2
4 3
Cleartrip Activities Self-drive Car Rentals
The Virtual WalletGoing the ‘Freecharge’ way
CLEARTRIP
To take going ‘OUWT’ to the next level
of being an app for all hangout plans,
Cleartrip activities can be a great source
of additional avenues.
Driving with a bunch of friends, self-
driven cars are the latest definition of
fun among young Indians. Association
with self rentals can add a new
dimension.
Apps like mCent, apptrials etc. are
popular for giving free recharges on
completing app trials or writing reviews
and we could partner with them to get
favourable listing of OUWT.
Online booking feature by partnering
with an online wallet can help in giving
a complete experience for an OUWT
app user.

5. Branding
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
Current Positioning
A nightlife discovery app that helps
you find the RIGHT place to have a
nice time
Core Value Proposition
An app that lets you plan AND EXECUTE an
outing seamlessly, starting from chatting
with friends to see who is available, to
booking the mode of transport and the
place to visit
Looking Ahead
Focus on user convenience on
being able to execute multiple
functions through ONE APP
Focuses on drinking as a favored
activity, with emphasis on
background music, dress code etc.
More of a search engine than a
service provider
Go for a holistic brand positioning
which gives future opportunities
for feature-inclusion
Positioned as a MOTHER OF
SERVICES, not a discovery platform
Chat, plan,
reach, enjoy!
Save space,
time and lots
of clicks!

6. Marketing Plan
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
App-Store
Optimization
OUWT doesn’t feature in the top 10 apps
with the relevant tags. Concerted efforts
towards ASO are needed.
One-page PHP-template based website
highlighting the features of the OUWT app
and with redirecting links to Play Store™
Blog containing stories of app users,
app-features, testimonials of eminent
people
A Pay-per-click association with app review
websites such as 148apps and AppAdvice
can help improve visibility in early days
Facebook – ‘What is your idea of a perfect
evening’ campaign
Vine - #Howto series
Microsite Blog
App-Review
Websites
Social
‘What is your idea of a perfect evening’
campaign?
Share 30 second videos and get likes to
earn reward points

7. Engagement Plan
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
OUWT-going
Loyalty
Program
OUWT-Earn
ME Time
Great
OUWTings
10-second
experienceDay since last OUWTing
A day-count since the last time the
user booked through the app(‘sun-
downs since your last OUWTing’)
motivates frequent use of the app
Great OUWTings
Book a cab -> Reach the location ->
push notifications on ‘interesting
facts about the place’ -> Pay the bill
-> push notification for booking cab
OUWT-going Loyalty Program
Earn and redeem OUWT chips on
any of the food/ entertainment/
nightlife services integrated in the
app.
OUWT-Earn
Write a review, rate the app and
refer your friends -> earn OUWT-
chips on every referral
ME Time
‘My Evening’ Time -> special
discounts on mid-week OUWTings –
food / entertainment / nightlife
Re-use
Retention

8. Micromarketing Idea
Market Overview
Product Features Potential
Partners Branding
Marketing
Plan
Engagement
Plan
Micromarketing
Idea
`1,000
`1,000
`3,000
`5,000Total

9. Thank You