SkyTech is launching a new sports app called SportsMate to capitalize on the growing Indian sports market. The app aims to help users find playing partners and venues. It will use a freemium model and extensive marketing to promote the app. The company's goals are to establish itself as the leading sports app and reach millions of users and monthly revenue targets within the first year. It will pursue strategic alliances and compete against other similar apps.

1. Let Nothing Come Between Youand
Your Sport

2. Executive Summary
SkyTech is a new entrantin themobileapplication development business.
The company’s first offeringis a sports app called SportsMate whichmainlyhelps the
user findplaying partners and playing venues.
The company aims to capitalizeon the growingIndian sports market to become
synonymous withsports offeringsin the digital space in thecountry.
The company plans on achieving its goals withthelaunchof its android appSportsMate.
The application will be launchedthrough a ‘freemium’ model.
Extensive marketingcoupled withincentives for the users is plannedfor thepromotion
of the application. Collaborators to play an important role in thepromotion scheme.
Constantinnovationand updates willhelpthe company acquire new customers and
retain existingones.

3. Situation Analysis

4. Company Overview

5. An AndroidAppMaker With Focus On TheHealth AndFitness Market

6. A New Entrant In TheSports AndFitness Market

7. Current ApplicationPortfolio IncludesA Sports Partner Matching App -
SportsMate

8. Market Overview

9. The Indian SportsAnd FitnessIndustry Has NeverLookedMore
Lucrative
Sports Business RevenuesWere Pegged
To Touch $2 Billion by 2015
ShiftingInterestsFrom Only Cricket To A
More Diverse Variety Of Sports

10. IntroductionOf NewCash Rich Leagues InDifferent Sports WillMake Sports
A SeriousCareer Option

11. More Time And MoneyTo Be SpentOn Pursuing Sport AsA
Career Option

12. Nita Ambani led Reliance Sports Foundation Has Mulled
A US Based University Level Sports League Which Might
Change The Entire Sporting Scenario Of The Country

13. Problems Faced By The Indian
Sports Enthusiasts

14. Lack Of Time

15. Lack Of Infrastructure

16. Lack Of Playing Partners

17. CompetitionIn The CurrentMarket IncludeOther Sports Partner
Matching ApplicationsLike StepApp,PlayWith and Sports Partners

18. Strategic Alliances Can Be Forged With Sports Merchandising
CompaniesAnd Sites and Owners Of Sports Facilities

19. Main Target Consumers WillBe Teens andYoungAdultsWho Are
Passionate AboutSports And Socializing

20. Goals

21. To Establish Itself As TheLeadingIntegrated Sports App InThe Market

22. ExpectedDownloads:1 millionwith 20,000 downloadsof
the paidversion
First Six Months(after deployment)
ExpectedRevenues:$40,000-50,000/month

23. ExpectedDownloads:3 millionwith 50,000 downloadsof
the paidversion
First Year
ExpectedRevenues:$100,000-150,000/month

24. Strategy

25. TheCompany
A Android app maker, SkyTechis a new entrant inthe mobile application
business.
Their new offering isa sports andfitness app calledSportsMate
The company aims at becoming synonymous with offerings
in the sportsand fitnesscategory withits productSportsMate.
With excellentprogrammers andpersonnel withexperience in the sports
industry, the company has the resources idealfor the project.

26. Customer Profile
Maincustomer base consistsof teens and young adultswho playsportsas
a recreation.
Expectthe young adultsto purchase the paidversionof the app.
Also the coach searchingfeature is expected to be used by the parents for
their children.

27. StrategicAlliances Can Be Forged WithSports Merchandising CompaniesAnd Sites
and Owners Of Sports Facilities.
They can helpus provide incentives to theuser in exchangeof publicity of their
product/site
Collaborators

28. CompetitionIn The Current Market Include Other Sports Partner
MatchingApplicationsLike StepApp, PlayWithand SportsPartners.None
of them provide integratedservices tothe user.
Competitors

29. Context
The most excitingtime in the history of the Indiansports industry with
sportsother than cricket alsogainingwidespread popularity.
Sportsis now one of the most prominent entertainmentoptionsin the
country with the advent of leagues whichhave managed tohit the sweet
spot between sportand entertainment.
Involvement of prominentBollywoodpersonalitiesandbusinessmen has
managed to attract huge crowds tothe events.
Presence of big cash at the toptier leagueshas made sports a prominent
career optionfor youngsters.

30. Context(contd.)
More number of parents are investing in a sportingcareer for their
children.
Increasinghealth consciousness isdriving more and more people totake
up some or the other physicalactivity, speciallysports.
With the economicconditionof the country and thelifestyle of the
citizensimproving, investments in the sports andfitnessindustryis about
to rise exponentially.

31. Value Proposition

32. CustomerValue
The appaims to solve twobasicproblemsfaced by sports enthusiastsin
our country: venue and lack of playing partners
There is a lackof proper listingof venues
Classifiedsitestend tolistall possiblevenues half of which cannotbe
accessedby the general public(beingclub facilities)
The listingsin this appwillall be openly accessibleto everyone
The appwillalsohelp users findplayingpartners with thesame level of
expertise
Specialincentivesalsoto be provided tothe customers of the paid version

33. CollaboratorValue
Collaboratorsto gain from the publicityof their site/producton our app
Collaboratorshave beenstrategicallychosen so thatthe customer base is
common for boththe parties
Incentives offered on our appwillmake sure that the user is redirected to
the respective collaboratingcompany
Sportsmerchandisingcompaniesto gainfrom saleof sportsproducts
whereas venue owners togain from bookings made throughour app

34. CompanyValue
The appprovides the followingservicesto the user: sports partner
matching, venue search andbooking, coach search andbooking, updates
aboutlocal sporting events, on-app trainingvideos and tips
The appis tobe marketed as the firstof itskind integrated sports app
Provides features andservices whichwere never before offered together
The appwillalsoprovide mutually beneficialpartnershipsto its
collaborators sothat both partiescan equallybenefit from the partnership

35. Tactics

36. The Product
An android app with focus on the sports and fitnessindustry.
Attributes: 1)Allows user to find playing partners for their respective
sports. 2)Lets user search and book venues. 3)Lets user search and book
coaches or coaching lessons. 4)Has a repository of onlinecoaching videos
and tips. 5)Keeps the user updated about local sporting events.
Benefits: 1)A location and skilllevel based search helps find themost
accurate partner for the user. 2)Coaches or coachinglessons can be
reviewed and rated. 3) Hassle free venue booking throughthe app.
4)Videos and tips will help self taughtsports enthusiasts.

37. Brand
Name:SportsMate
The name is simple and explains thefunctionalityof the app.
Users do not necessarily have to open the description to
know whatthe app does.
Symbol: A fivepointedstar
The five-pointed star, used as a symbol of champions all
over the world in sports, symbolizes the maximum
potential theapp helps theusers achieve.
Slogan: ”LetNothingCome BetweenYou and Your Sport”
The slogan stresses on the factthatthe app lets the user enjoy his/her sport to the fullest by
removing all the obstacles thatthey used to face.

38. The Price
The core functionalitiesof the app are tobe offered free of cost whichinclude
searchingplay partners, venues andupdatesaboutlocalsportingevents.
The paidversionwillbear a price tag of $0.99 and willadditionallyinclude
booking of venues, searching andbooking coaches and coachinglessons,
specialincentivesfor the user through our collaborators
and accessto online coachingvideos and tips.

39. Incentives
Customers:Special discounts to be provided to our
paid customers throughour collaborators.
Collaborators: Primeadvertising and
promotional spots to be grantedto our
collaborators.
Company Personnel: Employees to be provided
withperformance based bonuses and incentives
throughour collaborators.

40. Communication
Customers:Communicationwith customers willmainly takeplace
through mass communicationplatforms likesocial media, print
and television advertising. Promotionalevents to be organized in
places withpresence of a young crowd (malls, colleges, sporting
events, etc.).
Collaborators: Communicationmainly to takeplace through
emailsand certain print media (business newspapers, etc.).
Company Personnel: Communicationthrough company
bulletins, mails, memosand newsletters.

41. Distribution
Customers:The main distribution channelwill be the Google Play
Store.
Collaborators: Distributionthroughin-app advertising and
promotional events.

42. Implementation

43. Infrastructure
Incharge of
developing new
products and
innovation
Incharge of
operation and
maintenanceof
currentproducts
Responsible for
employeemanagement
and training. Also
responsible for
employeepay and
incentives.

44. Processes & Timeline
1) Developmentof the app (18-20 weeks)
2) Market testingof the app (4-8 weeks)
3) Pre-launchmarketing(4-6 weeks)
4) Deployment of the app (2-3 days)
5) Post-launchmarketingand promotion
6) Maintenanceand updatingthe app
*time mentioned in brackets are for implementation of the respective

45. Disclaimer
Created by Anchit Basu, Fr. ConceicaoRodriguesCollegeof
Engineering,Bandra, duringa marketing internship by Prof. Sameer
Mathur, IIMLucknow