The document provides a marketing plan for an app called Prompto that connects customers with technical help for issues with devices and gadgets. The app allows customers to easily log on, select their problem, and be connected to a registered technician for in-home service. Technicians are paid standard rates by customers, of which Prompto earns a percentage. The plan outlines the opportunity in the growing market for technical support needs. It discusses goals to be the first mover, expand aggressively, and achieve profitability within 3 months. Key strategies include distinguishing the value proposition for customers and technicians, leveraging collaborators, and an initial focus on word-of-mouth and shopkeeper referrals for advertising.

1. PROMPTO
Marketing Plan

2. What is it?
● An app to help people get technical help.
● We act as middlemen and put customers
in touch with technicians for any problem
(WiFi not working, phone issues,
miscellaneous gadgetry issues, etc).
● Easy to use. Just log onto the app, select
your problem and be immediately put in
touch with a technician.
● At home service with technical help
coming to you.
● Standardized rates and thus no chance of
getting swindled. Easy payment via
multiple methods.

3. How it works?
● The consumer selects their technical
problem and are put in touch with a
registered technician.
● The technician makes a house visit and
repairs the problem. Standard rates apply
which are paid by the consumers to the
technician.
● Prompto earns a certain % of this payment.
● The technician is happy as he gets more
business meaning a steadier income.
● Really convenient for consumers as
verified technicians make house calls as
per the consumers convenience, no threat
of getting swindled, etc.

4. EXECUTIVE
SUMMARY

5. Opportunity, Goals & Plan of
Action
● With increasing digitization, technical help
would be required by most if not all households
periodically.
● We aim to provide this technical help to
households and better business to technicians.
● Try to be first in the market, expand
aggressively in tier 1 cities initially.
● sustainability from day 1. Become profitable
within 3 months of operation.

6. SITUATION
OVERVIEW

7. Core Competencies
● Flexibility - can quickly pivot or target other
customers as no capital invested in
permanent resources (infrastructure, etc).
● Scalability - Can quickly be scaled to
handle more number of users.
● Delivering excellent customer service.
● Continuing innovation to the core service
to make it as widespread and easy to use
as possible.

8. Situational Overview
● Mobiles and Personal devices per home
increasing every year.
● Devices have a lifetime of 3-5 years and
changes require help to Configure, Backup,
Secure data of personal use.
● Smart City and Bharat One (Broadband)
nearing Tier 2/ Tier 3 cities rapidly.
● Currently no major competitor. Significant
first mover advantage.
With increasing digitization, technical help
would be required by most if not all
households periodically.

9. Target Customers
● Housewives
● Elderly people
● Middle aged people without time for menial
repairs.
Having the technician come to the problem is a
big selling point here. Moreover standard pay,
which means no chance of getting swindled.
Ease of use and customer service needs to be
given special attention for this customer base.

10. GOALS

11. Performance Benchmarks
● A 3-5% conversion rate (% of people
buying the premium version) with a high
traffic volume for the free app.

12. Revenue
Assumptions
● 3% household have internet and total household= 33 crores.
Implies 1 crore household nearly Tier 1/Tier 2 smart city towns.
● 10% household have Laptop/PC and total household = 3.3 crore
household
● Assuming 1% of household call directly for help. 3 lakh calls per
day.
● ₹300 per housecall. Assume a 5% cut for Prompto.
₹300 * 3,00,000 = ₹9,00,00,000 * 0.05 = ₹45,00,000
Revenue : ₹45,00,000/day (Once business stabilizes)

13. Revenue (other streams)
● Revenue via Advertisement (on the free app).
● Freemium model - Additional revenue via paid
app buyers.
Multiple streams of income make the business
much more sound.
* As no concrete data is available, no further analysis is done. In a real world
situation collection of this data is absolutely necessary.

14. Cost to Business (Annual)
● Salaries of employees.
● Marketing and market research.
● Advertising fees.
● Research and development.
● Servers, call centre (for customer service), etc.

15. Monetary Benchmarks
● Self sustaining from day 1. Cover all running
costs.
● Profitability within the first three month of
operation. As the app catches on, initial
marketing, advertising and other capital can be
recouped.
● Continually grow user base and tweak
subscription price to ensure high traffic and 2-5%
conversion rate.

16. STRATEGY

17. Customers
Needs
● Easy, reliable & reachable technical help.
● Protection against swindling.
● Less hassle (for eg: No travelling to & fro to the repair shop)
● Various payment methods.
Distinguishing factors
● Less time on hand.
● Can’t leave their homes.
● Technologically challenged.

18. Collaborators
● Technicians partnering with Prompto.
● Shopkeepers selling referrals.
● Companies advertising through Prompto.
Aim to maintain good relations with collaborators.

19. Value Proposition
Consumers
● Brings help to their
Homes.
● Standard rates apply.
No chance of
getting
Swindled.
● Cheaper as many
technicians are
under
the umbrella of the
App.
● Easy to use.
Technicians
● Easier to find
work using the
app.
● Better earning
potential.
● Steadier income
flow.

20. Value Proposition - others
Shopkeepers
● Gain a margin for every purchase made by a
customer who was ‘sold’ a referral by the
shopkeeper.
Miscellaneous
● Various companies gain advertising space.
Aim to make the business a win-win for
everyone.

21. Competitors & Context
Currently, there is no major company offering
similar services. Thus offering a significant first
mover advantage.
● Number of devices are rising in homes.
● Use of technology is on the up due to
government slogans and schemes like Digital
India, etc.
● But along with the rise in technology, the number
of people feeling intimidated by it is also rising.
These are our target consumers.

22. TACTICS

23. Product - Features
Free
● Consumers can book
technicians.
● Will be shown
advertisements
(though they won’t
hamper customer
experience)
● Multiple methods of
payment.
● 80% of all features
available.
Paid
In addition to the free
features;
● Preference given
while booking.
● Additional
advantages such
as free check up
after a month.
● No advertisements
shown.

24. Product - miscellaneous
● Consumers would give a rating to the
technician and vice versa. Preference and
incentives would be given on this basis.
● Constant innovation, tweaks and updates
rolled out to ensure the app is working
perfectly.
● Customer care given top priority. The
transaction should be memorable (for the right
reasons).

25. Pricing & Incentives
● Pricing should be such that the app has
a 2-5% conversion rate and high traffic
volume.
● Initial price of ₹199 a month or ₹1999 per
year can be set and tweaked according
to the above point.
● Incentives such as discounts and more
features could be given to consumers
for successful referrals.
● Shopkeepers ‘selling’ referrals would
earn a certain margin from all
purchases made by the customer.

26. Advertising Strategy
● Initial dependence on word of mouth advertising.
Referrals given by customers would earn them
benefits.
● Local shopkeepers would be given special
referral codes to ‘sell’ to customers. Each
purchase by that customer would earn the
shopkeeper a certain margin.
● Using search engine optimization strategies
(SEOs) to gain coverage on the web.
● Conventional advertising methods (TV, Social
media, newspaper, etc) once revenue starts
coming in.

27. Marketing Channels
Android
Play Store
Consumers
Referrals
from
customers
Referrals
from
shopkeepers
Discounts and
benefits given
Certain margin
per sale

28. IMPLEMENTATION

29. Infrastructure
CEO
CTO CMO COO CFO
Technical
Team
Marketing
Team
Operations
Team
Financial
Department
Technical Team - Responsible for innovating, updating the app.
Marketing Team - Works with collaborators, conducts market research,
comes up with advertising strategies.
A special Customer care team to improve customer relations.
Operations Team - Handles the day to day operations.
Financial Department - Handles the finances, pricing models, etc.
Customer
care

30. Processes
Before (the app is released)
● Create a reliable, easy to use app.
● Have a solid marketing and business plan.
● Conduct proper market research - Identify
target audience, needs, wants. Tweak product
and pricing accordingly.
● Create marketing channels
After (the app is released)
● Make customer happiness the top priority.
● Make sure that technicians are generally
available in all areas. Hire more if needed.
● Keep updating the pricing model and app to
retain customers.

31. Schedule
Before (the app is released)
*All these processes can be done in tandem with each other except for
market research which must be done first.
After (the app is released)
● Invest time and resources in customer care.
● Ensure smooth operation of all features.
● Innovate and keep updating the app.
*No particular time frame for these, they are ongoing processes.
Task Time Taken
Conduct market research 2 Months
Devise marketing & Business
Strategy (Pricing, features, etc)
2 Months
Create marketing channels 1 Month
Advertising 2 weeks

32. Thank you.
Neel Kapoor
IIT Madras
Marketing plan of an android application as part of the
internship under Professor Sameer Mathur, IIM
Lucknow.