Complete Marketing Plan

Phase 3

Peter Donovan

Tiffani Hailey

Nhung Dinh

Harshana Godamanna

MengYuan Chen

James Davidson

Situation Analysis

Industry Overview/Porter’s Five

Forces

Threat of new competition

Threat of substitutes

Bargaining Power of the customer

Bargaining power of suppliers

Competitive Rivalry

Threat of New Competitors

Level Up has a relatively high threat of

new competitors (Medium High)

Market ready for mass smartphone

payments

New services will crop up

Partnering with merchants takes time

Threat of Substitute Services

We don’t see this threat to be as high

as the threat of increased competition.

(Low)

Level Up currently has impressive

early penetration in multiple cities

Customers love the smart, fun, easy to

use software interface

We don’t see a rival service replacing

Level Up outright.

Bargaining Power of

customers Medium High

If stores and industries refuse to

update and adopt payment methods

like Level Up they have the right to do

so and Level Up will be left out.

Companies that lag behind this trend

will fall behind as they are not

servicing their customers properly.

Bargaining Power of suppliers

Low

Marketing Objectives

Small Businesses

• Generate Interest

• Limited Risk

• Repeat Customers

• Build Brand Loyalty

Marketing Objectives

International Market

• Introduce on Black Friday

• Best Buy, Wal-Mart, Target

• Increase Customer Awareness

• Increase Market Share

Marketing Objectives

Key issues

• Security

• Customer Awareness

• Service Errors

• Competition

Target Market

Geographic

◦ U.S markets

◦ Businesses in the urban area

Demographic

◦ Students and all other professions

◦ Ages: 18- 45

Psychographic

◦ All social class

◦ Money + Time savers

Positioning statement

“LevelUp is a better way to pay.

But it's more than just that.

LevelUp is an entirely new way

for local businesses &

consumers to connect.”

Marketing Mix

Service

Price: – free for consumers, 2% flat

processing fee for businesses

Distribution: distributes in 9 states

(Atlanta, Boston, Chicago, New York

City, Philadelphia, San Diego, San

Francisco, Seattle, St. Louis)

◦ Boston has 260 places supporting this

program.

Marketing Mix (cont)

Promotion: Homepage website and

mobile applications

◦ Consumer - pay with your phone. Save

time and Money.

◦ Business - Level up is a smarter way to

get paid, help businesses create a loyalty

program and attract more customers.

Campaign/Programs

Introduce LevelUp to International

Companies

Promote through Facebook

$0 Fraud Liability Policy

Actions/Tactics

Making a Facebook Page

Targeting Restaurants and Bars

Posters at Merchants

Sales Forecast

•First year (by month): $25 Monthly Each

person, 2 million totally

•Second year, third year… (by year): $250

Annually Each person, 1 billion totally

Expense Forecast

The expense cost is 450 dollars each.

Breakeven Analysis

Free for first time consumers, 2% flat

processing fee for businesses

Merchants who need equipment can

lease a smartphone and docking

station for $25 monthly, or $250 yearly.

50% return ratio our app has delivered

Breakeven Analysis

Contingency Plan

To maintain order following an

extraordinary event threatening the

overall functions of a normal business

environment.

Contingency Warnings

Power

Usage

Absence

Protest

Revenue

Data

Contingency Plan Events

Telecom

Failure

App Failure

Board Members

Political

Satellite

Mainframe

Contingency Plan Timeline

Implementation24-36 hours Appropriate Strategy

Identification0-24 hours Potential Threat? /Contacts Made

Stabilization48+ Hours Monitor Event

Execution36-48 hours Activate Strategy

Contingency Plan

Major Event

Implement

Analyze

CEO PlanRecover

Withdraw

Return to

Normal

Restore

Monitor

Return to

Normal

Thank You