I prepared this Marketing Management Plan as a part of my internship while interning under Prof Sameer Mathur from IIM Lucknow.

2. Recruit Me !!TM
App goes live on Google Play Store on 23rd March 2018 at 11:59:59 AM !!

3. Android App Business Marketing Plan
Executive Summary

4. Market Opportunity
India’s Unemployment Crisis

5. Market Opportunity(Contd.)
The Aim of the App is to utilize the opportunity to
try to provide employment to unemployed people
for temporary jobs or tasks as well as help people
with their day to day tasks.
Infographic:

6. To provide a support of revenue and financial support to India’s unemployed and marginalized youth
To increase the popularity and the number of downloads of the app in the market

7. To have a limited Free Trial and Rental Based App
To overcome competitors’ Points Of Difference
Identify and Recognize Diverse Skill Sets
Match Work with its outcomes

9. Market Overview
Android enjoys the largest
smartphone market share at
51.5 %.

10. Market Overview
Android offers a highly diverse portfolio
of Apps ranging from Games, Apps for
Productivity to Health Related Apps.
Study suggests that people like to use
their apps more for the “me-time” than
for its actual utility.*
*For more info, please read this Harvard Business Review Article (https://hbr.org/2013/01/how-people-really-use-mobile)

11. People living in Residential areas who
need help with things like fixing TVs,
Appliances and Setting up furniture.
People in Commercial areas who need
help with Consulting, Moving Goods and
unloading-loading of goods.
People in Agricultural areas who need
help with harvesting their crops or if
they need manual labor to perform any
of the activities like sowing Crops,
Digging Trenches etc.

13. Free Version
• Encourage new customers to try out the App by offering them 3 Tasks
free of cost.
• Encourage new Taskers by inviting them to perform 3 Tasks free of
Rentals.
• First Month Target from 23rd March 2018 to 23rd April 2018 – 100,000
downloads from the Play Store

14. Paid Version
• Increase the number of Paid customers by offering discounts if
updated in the first month itself.
• Revenue Collection from the Paid Version to help to add more
features.
• Target for Paid customers to be 5-10% of the Registered App Users.

16. App Characteristics(For Clients)
Will use Real Time Hyper-Localization to detect people around clients
with relevant Skill-Sets
Would work like Uber for detecting Addresses using Google Maps
Keeps a Record of all Activities
SOS feature available

17. App Characteristics(For Taskers)
Meticulous Rating System Available
Keeps a Record Of All tasks Performed
Recognizes Diverse Skill-Sets
Will be available in Remote Areas

18. Collaborators
App Developers
GoogleTM Maps
Owners of Occasional Advertisements that will appear in Non-Rental
Apps

19. Context
Technology – Using Smartphones to solve problems
Economic – Generating Revenue through Rental Features which would help to add
more features to the App
Physical – Helping people make their lives better by using technology
Social – Try to provide an Alternative Source of Employment to underprivileged
people whose Supervisors, Relatives may have access to a Basic Level Smartphone

20. Value Proposition(Free App)
The client will get 3 Tasks free of cost without any rental.
The tasker will get to do 3 Tasks free of cost without any rental and get to
collect the full revenue of the tasks s/he has done
The tasker will have to register his skills if he is registering under the
“Organized/Skilled” category and upload relevant details/certification
Even after the 3 Tasks are over, both clients and taskers are free to browse the
App without rentals but they may need to watch occasional advertisements

21. Value Proposition(Paid App)
The client will get 10/20/30/40/40+ Tasks free of cost on Rental
The tasker will get to do 10/20/30/40/40+ Tasks free of cost on Rental at Half
Rates of Above Prices
No Advertisements shall be shown to the Paid users when under Rental Period
More extra features to be added for the Paid App users that include tie-ups
with National Skill Development Centers, Skill enhancement workshops etc.

22. Target Segment
Market Segmentation
High potential, especially in the Apparel and Garment Industry which are 80 times
more labor intensive than the Automotive industry and 240 times more intensive
than Steel Industry
People with time constraints who need help immediately with any small job like
fixing their PCs, repairing their furniture etc.

23. Competitors
The biggest competitor is TaskRabbit which offers similar services.

24. Points Of Parity
Helps people with everyday tasks
People can register themselves as taskers.
Helps to find safe and reliable help in the neighborhood.
Will have the innovative "Waiting In Line" feature which is present in TaskRabbit.

25. Points Of Difference
Highly Detailed and much fuller list of skills available-Almost anybody can be a tasker.
A motive is also to try to reduce unemployment by encouraging freelancing.
Earnings method of calculation would be different.
More Skill-Sets like Agricultural Harvesting, Repairing PCs etc. also added.

26. Brand Positioning
Brand Mantra – “Work For Everyone”
Introducing and implementing Policies Of Affirmative Action-Special Sops for Women, Senior
Citizens and Disabled people who want to be Taskers
Communicating and highlighting the Points Of Difference to build the Positioning of the App
Associating with Government Ministries like the Ministry for Skill Development and
Entrepreneurship, the Government Of India

27. Brand Positioning: A way to the future
Exceptionally skilled Taskers will be selected by Sponsor Brands
We are planning to tie up with some of these brands who can select Skilled
taskers on their reviews and Experience
Sponsor Brands will be skill based like -
(Computer Repairs) HP, Dell will be invited to recruit them in their service
centers
(Book Binding Services)Printing Companies like Thomson Press, Gita Press and
MultiVista Global etc.
(Agricultural Harvesting Services)Companies like JKD Harvesting etc.
(Iron and Agricultural Implements)Companies like Tata Steel, Lemken India etc.

29. Product Attributes And Benefits

30. Services Offered
24 X 7 Customer care Services Offered
Any Bugs can be reported directly to the developer’s mail which will be rectified as
soon as possible
Advertisements can be modified as per one’s preferences

31. Incentives
Incentives for Sharing and Liking the Company’s pages on Social Media
Incentives for Rating the App 5 Star on the play Store
Incentives for Switching to the Rental Facility within 15 days of Expiry of Free Trial

32. Pricing Strategy
Highly Elastic Demand as People would be Price-Sensitive
Psychological Discounting- Using “9” as a Effective Ending Number
has found to increase sales by atleast 33 %.**
Higher Starting Rate pricing which will be slowly reduced
**Source:
https://hbr.org/2003/09/mind-your-pricing-cues

33. Prices(For Clients)
App will work on Rental Basis
Purchase Rental of 10 tasks per month- Rs 100 per month
Purchase Rental of 20 tasks per month- Rs 200 per month
Purchase Rental of 30 tasks per month- Rs 300 per month
Purchase Rental of 40 tasks per month- Rs 400 per month
Purchase Rental of (5<=x<=10) x10 tasks per month-Rs 100x per month
Every Additional Task solicited by the client after finishing quota will cost the client Rs 15 per
task

34. Prices(For Taskers)
App will work on Rental Basis
Purchase Rental of doing 10 tasks per month- Rs 50 per month
Purchase Rental of doing 20 tasks per month- Rs 100 per month
Purchase Rental of doing 30 tasks per month- Rs 150 per month
Purchase Rental of doing 40 tasks per month- Rs 200 per month
Purchase Rental of doing (5<=x<=10) x10 tasks per month-Rs 50x per month.
Every Additional Task done by the tasker after finishing quota will cost the client Rs 7.5
per task.
If one doesn't pay the rentals then s/he will be unable to get any task done nor will be able to complete any task.

35. Communication
Social Media Based Marketing
In the free App incentives and offers would be given to upgrade to Rental model
Advertisements for the App in other popular Apps like Clash of Clans etc.
Scannable QR Codes in Subways, Metro Stations etc.
Introduction of the App at National Skill Development Centers

36. Distribution
Will be launched on 23rd March initially on :
Tentative launch on 23rd July planned for :

38. Infrastructure
App Developers-
• To Add new Features to the App
• Debug App Modules
• Plan new developments for the App
Customer Service-
• To respond to Customer Grievances
Skill Hub Agents-
• To host and manage a multitude of Taskers who cannot afford their
own phones
• To encourage their Taskers to take up new Skills

39. Processes
On the Lookout for Companies who would like to sponsor the App or collaborate or
would like to hire any of the taskers
Reinvesting the Revenue generated from the Rental based Apps
Using the free App to promote the Rental Based Model
Keeping Track of any new Competitors who are entering the Market

40. Schedule
• Study the Market to understand the skills needed to meet customer
requirements
• Start work on App Development
• Design the Services and Pricing Strategies
• Set up the Payment Gateway for payments made for rental plans
• Start Social Media Marketing to get the hype started about the App
• Launch the App on 23rd March 2018 on the Google Play Store

41. Executive Summary
Action plan
Situational Analysis
Strategy
Tactics
Implementation

42. Disclaimer
This project was created by Rohan Roy, IET Lucknow during a
Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.