YOLO is developing an Android app to help users complete items on their bucket lists of things to do before they die. The app will allow users to search for events, view details, and purchase tickets. It will integrate with Facebook for promotions. YOLO aims to target all age groups and become India's top event locator hub. It will offer free features like event details and premium features like analytics and exclusive events. YOLO will launch on Google Play and iOS, promote on Facebook and through word of mouth, and offer referral promotions. It will start small, adapt, innovate, and grow its business and partnerships over time.

1. #YOLOcoz you only live once
A Marketing Plan for an Android App

2. Things to do before you die are now within your reach
or at least, now you know where to do them.

3. Working:
• Register and log in with your Facebook ID
• Search for your desired event
• Go through the details
• Book the tickets
• Cross Out one of the wishes from your Bucket List and ENJOY!

4. PLANNING
COMPONENTS
• Executive Summary
• Situation Analysis
• Goal
• Strategy
• Tactics
• Implementation

5. EXECUTIVE SUMMARY

6. YOLO can be your destination that is a checklist
completion operator which will help you to
complete the bucket list that includes things to
do before you die, in a practical and reasonable
fashion. One can also use it as a Weekend
Getaway to squeeze out their stress from the
daily doings.
According to recent statistics, more than 85% of the population makes a
bucket list, and only 5% of them are able to do some of those.

7. Competitor Analysis:
Eventbrite is a platform that allows event organizers
to plan, promote, and sell tickets to events (event
management) and publish them across Facebook,
Twitter and other social-networking tools directly
from the site's interface. It also enables attendees to
find and purchase tickets to these experiences.

8. To date, the company has
processed more than $3.5 billion in
gross ticket sales and more than
200 million tickets in more than
180 countries. That breaks down to
around 2 million tickets each week.

9. Points of
Difference
no creation of
events, only
promotion
no technical and
career oriented
events, this is for
recreational
purposes
collaboration with
Facebook, to facilitate the
promotional strategy,
involvement of friends and
acquaintances
providing deals
and offers for
an event
Points of
Parity
provides
location and
details of the
events
gives popularity
of the events
taking place
categorizing
events based
on their genre
PODs and POPs:

10. Opportunities:
The whole of India is an untapped market for us as the
Eventbrite has not been able to penetrate through our
targeted segments.
Most of the events showcased on Eventbrite are Career
Oriented, which will play in our favor to capture the
Indian Market.
From Eventbrite's website

11. Course of Action:
Aggressive Web Promotion,
college ambassadors programs,
event publicity to create a
huge user base
After a certain amount of users
have participated over a period
of time, the Premium services
will be launched
All these actions will be initially
focused in one region. Once
popularity is gained, then we’ll
expand to other regions

12. SITUATION ANALYSIS

13. Easy to use
Event Data
Analysis
On-Site
Experience
Better
Deals and
Offers
Strategic Goals:

14. Core Competencies:
• Flexible Access Control
• Critical Insights of the Events Data
• Offline Operations
• Real-Time Order Tracking
• Feedback and Customer Analysis

15. Portfolio Of Offerings:
Easy access to
events happening
around
Inclusion of
friends and
acquaintances
Provision of deals
and offers
Mutual
Promotion
Event data
analysis

16. GOALS

17. To become the Event Locator Hub
of India
To cover the whole potential age
group
To have 30% of users to avail
Premium services
To make the users forget the
feeling of regret of not doing,
through our services and features.

19. Start Small
Adapt to the Environment
Innovate
Grow Big

20. Target Customers:
Our Targeted customers include the whole range of
age-groups within a population, from teens to
adults, even the elderly section. Everyone has a
desire or wish to do something out of their daily
routine. So we will not be biased, and will provide
each and everyone a chance.

21. • Various
sponsoring
agencies
• Makemytrip
• Yatra
• Restaurants
and Cafes
• Event
Websites
• Facebook
• Instagram
Social
Media
Event
Management
SponsorsHospitality
Collaborators:

22. Segmentation and Targeting:
For the initial period after the launch of the
app, there won't be any segmented strategies
as we want target the whole range of
population from teens to adults, even the
elderly section too.
Once we get the initial boost, then we will start
segmenting according to the age groups and
their corresponding choice of events based on
the data we have collected within that period.

23. Value Propositions:
Customer Values
• Customer Satisfaction
• 24/7 Customer Service
Company Values
• Trust and Trust
Worthiness
• Commitment for
Excellence
• Team Work
• Respect and Honesty

24. TACTICS

25. Product:
Free Features
• details, location, and price of
an event
• number of people attending,
popularity
• feedback and comments, if
the event has happened
before
• linkage with Facebook
account to use it for event
promotion and social
purposes
• deals and offers on an event
Premium Features
• Membership to YOLO Elite
Group
• to get to know the analytics
of an event, such
demographic details like
gender composition, age-
group attendees, etc.
• chance to attend the
exclusive events organized
by YOLO itself
• to get to be the part of the
team that will organize the
YOLO events

26. Pricing:
The Premium Price for YOLO will be divided in 2 categories:
• Unemployed- $75/year for Students and $100/year for
Adults ( who have lost their job or they are doing nothing)
• Employed- $140/year ( with different packages for a couple
or family )

27. Promotion:
- on Facebook as we are collaborating
- word to mouth will play a big role
- mutual promotion through the events
which YOLO will showcase
- referral promotion through users, who
will get a discount on the Premium
Services

28. Distribution:
YOLO will be available on both Google Play ,IOS App Store
and with a functional website under event
management/entertainment category.

29. IMPLEMENTATION

30. Organizational Structure:
A ‘heavyweight’
organization
matrix would be
suitable for YOLO.

31. • App Testing and Official Launch
• Promotion
• Regular updates and support to clear the bugs and glitches
• Come up with strategies that will ensure high customer engagement
• Expansion of business and affiliating with event management giants
Business Process and Scheduling:

32. Summary

35. Disclaimer
Created by Harsh Bhushan
(Manipal Institute of Technology, Manipal)
During a Market Internship
by Prof. Sameer Mathur, IIM
Lucknow.