WanderTrust is launching an Android application that plans surprise vacations for users based on their interests and budgets. The app aims to generate $6.5 million in revenue within a year from 100,000 customers paying $20 annually for subscriptions. It will target solo travelers and older adults seeking hassle-free trips. Users fill a survey, and receive an unexpected destination and itinerary. WanderTrust handles all arrangements so users can relax and enjoy their trips.

1. MARKETING PLAN FOR AN ANDROID APPLICATION

2. EXECUTIVE SUMMARY
Confused on where you should be taking your next trip? We've got you covered!
Travel with a twist! WanderTrust plans your trip and send you to a Surprise location
based on your interests. Life is small. It is beautiful and precious. WanderTrust is a big
believer in living a life full of adventure, chasing your wildest dreams and truly
embracing wanderlust and the desire to go, make a memory.

3. OVERVIEW
So why wander? Because WanderTrust believes a beautiful story lies around every
corner yet unexplored. Wander because stories unfold naturally when we are willing
to get up and go, when we decide to seek an adventure, when we say hello to that
stranger, when we offer help to those who look as though they are in need, when we
take the time to look around and acknowledge the beauty of our surroundings.
Wander because we meet beautiful souls, we make lifelong connections and find
fellowship in the community that embraces us no matter where in the world we
happen to be. Wander because nothing makes us feel more alive than peering into
the unknown. So, come Wander with WanderTrust.
So why trust? Trust because you are ready to explore the unknown. Trust because for
WanderTrust customer satisfaction is of utmost importance and we try to achieve this
with our services. With us, you’ll get to create countless memories of an unforgettable
journey. So, come Trust WanderTrust.

4. COURSE OF ACTION
Just give us your desired travel dates and budget, and fill out a survey about your
personality, and travel preferences. Once you reach your chosen airport, railway
station, or bus terminal, you’ll open an envelope revealing that you’re being sent
anywhere from a remote hill station in Uttarakhand to the middle of a jungle
somewhere in Kerala.
Right from preparing an itinerary to booking an accommodation. Nothing is really
easy. By letting us handle all the arrangements, you can expect the best possible
experience so that you enjoy your trip while we take care of the rest.
WanderTrust strives to make your vacations as enjoyable and care-free as possible.
With our unique combination of surprise destinations and conventional travel services,
we take away the stress that many people face when planning a vacation.

5. GOAL
To reach 500,000 downloads in a year.
To generate a net revenue of $6,500,000 by targeting customers 100,000 customers.

6. SITUATION ANALYSIS
Strategic Assests
• In-app advertisements, in order to generate increased revenue.
• In-app purchases making it “freemium”.
Market Overview
• Today social media is where most of the world lives. There are different applications
serving different purposes thereby making getting information easy and compact.
Target Audience
• Age Group : 18 yrs – 65 yrs ; Teens, working individuals or even aged individuals
seeking for some relaxation.
• There’s no particular economic status an individual should’ve since the trip is planned
according to the given budget.

7. SWOT ANALYSIS
 Strength :
- Based entirely on new concept.
- Lot of scope of expansion.
 Weakness :
- Depends on how customers perceive the interface.
- New concept can put customers in dilemma.
 Opportunities :
- There has been a significant rise in terms of solo travellers.
- Lately, tourism has been one of the flourishing segments of the economy.

8. CONTD..
 Threats :
- Yatra is already an established travel agency company which deals in arranging
and organising tours. The concept is somewhat similar though the ‘surprise’ factor is
missing.

9. STRATEGY
To target solo or group travellers by providing them with a perfect destination
on the basis of their prescribed budget and areas of interests. Also, it aims to
attract aged-group of the society by making their travelling plans hassle free.

10. VALUE PROPOSITION
Customer Value
• Background and fact-checking of the registered customers in order to ensure safety
and security.
• Reviews from past-travellers in order to provide insight into their experience.
Company Value
• Positive working area with freedom to work (complete given work) according to their
suitable timings thereby providing them with a sense of belongingness.
Collaborators
• Increase in tourists based on various deals and recommendations.

11. TACTICS
In free version, users can fill up the survey forms, review the experiences, get itinerary
details but however can not plan a trip further.
In paid version, users can be carefree about their planning. Right from preparing an
itinerary to booking an accommodation. Nothing is really easy. By letting us handle all
the arrangements, they can expect the best possible experience so that they can enjoy
their trip while we take care of the rest.

12. PRICE
Since people don’t tend to travel very often, it has an annual subscription of $20.
Subscription for 3 years can cost $50, while a lifetime membership costs $100.

13. INCENTIVES
Customers
• Discounts and deals on hotel bookings. Special discounts and vouchers on group
bookings.
Collaborators
• Free or reduced charges for advertising on websites.
Employees
• Reward and recognition.

14. DISTRIBUTION
Google Play Store
App Store

15. IMPLEMENTATION
Infrastructure
1000 sq. ft. office, dual cabin. Each personnel provided with individual operating
systems and an integrated portal for common work space.
Processes
Starting with market research, then developing pricing strategy and then working on
positioning of the product. Further, devising integrated marketing communication mix.
The entire process can take upto 6-8 months until the final launch.

16. DISCLAIMER
Created by Vedika Bhangde, AUK, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow.