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HOPE THIS HELPS-MARKETING STRATEGY

PROJECT BY PUSHKAR SARAF

EXECUTIVE STRATEGY-WHAT IS IT ABOUT?

• This apps main strategy is not to extort money from the customers but to actually satisfy the needs of their customers.

• This app aims to help the actual needy students and those who are scholars to get the much needed financial aid.

• This app is a platform built to connect the students to people/institutions/companies/NGOs.

• This app can revolutionise the way scholarships are given to students in India as the current situation is poor.

EXECUTIVE STRATEGY-CURRENT SITUATION

• At present there are very few scholarships and financial aids in India and all of them can be classified into two groups-caste based and low income based.

• Even though these categories also have deserving students this classification is redundant and a new system needs to be introduced .

• This type of classification just does not consider the middle class students whose ongoing personal situations might make them a valid applicant for financial aid.

EXECUTIVE STRATEGY-GOALS• To bring about a revolution related to way

the scholarships are distributed.• To create a platform that promotes people

to actually contribute towards someone’s future.

• To see to it that each and every deserving candidate gets a financial aid to complete his education.

• To help NGOs to get a proper platform so that they can reach out to the needy.

SITUATION ANALYSIS-COMPANY OVERVIEW

• CORE COMPETENCY-The company doesn’t have any competition because it is one of a kind in a new market segment.

• STRATEGIC ASSETS-NGOs, companies needing stable employees on bonds, Donors who have faced such situations before.

• PRODUCT LINE-Financial aid with repayment options ranging from bonds with companies to being a donor for the app to doing social service under a Ngo.

SITUATION ANALYSIS-MARKET OVERVIEW

• CUSTOMERS-Students from low-income families or middle class families and scholars.

• COMPETITIORS-There are no competitors in the immediate future. Though universities providing financial aid for students to complete programs in them can be considered as competitors.

• COLLABORATORS-My app can collaborate with these universities so that it will be easier for the students to get all the opportunities under one roof.

SITUATION ANALYSIS-TARGET CUSTOMERS

• LOW INCOME GROUP STUDENTS-These students from low income groups will require financial aid less than 2lakh rupees per annum to complete their education like undergraduate or high school.

• MIDDLE CLASS STUDENTS-These students might require financial aid for further studies abroad because it’s not affordable plus also they might be facing a financial issue as just income can’t determine their actual situation which might be even worse than low-income students.

• SCHOLARS-These students might want to apply just to get prizes for merit.

GOALS-FOCUS• The app aims to give chance to each and every deserving

student the opportunity to get a scholarship. The students can be classified into two-1.Aid of less than 2 lakh per annum 2.Aid more than 2 lakh per annum.

• 1)These students are those from low income families and they would be able to access all of the facilities they require in the free version.

• 2)These students are mostly from middle class families and they require scholarships for pursuing further education abroad. They will be the main source of income for the app as they will need access to premium version of this app.

GOALS-FOCUS(CONTD)• It will be difficult to rein in companies to fund

the student s in this program. Thus focus will be on showing them that the app will work successfully and building trust.

• Another point of focus would be to approach each and every NGO and asking them to participate in this app and also helping in making the students aware of this app.

• Also using social media to make successful graduates aware of this app so that they can help students through this app.

GOALS-PERFORMANCE BENCHMARKS

• The cost of maintaining the app would be very less approximately $800 for maintaining the server.

• The advertisement of this app would be done using social network or asking NGOs for help thus

• Thus the premium will be approximately $15 and hence only 55 premium customers are required to breakeven in the first year.

• The performance bench mark consist of many factors-

• At least 5 companies should fund 20 students in exchange of bonds in the first year

GOALS-PERFORMANCE BENCHMARKS(CONTD)

• At least 20 NGOs should sponsor around 100 students expecting a variety of things like a specific amount of hours doing social service.

• At least 50 donors should sponsor 50 students till the end of first year.

• At least 500 students should download the app and be active on it of which at least 100 should be premium customers.

• The major goal of this app is to at least provide 70% of its customer base scholarships in the first year that is 350 students.

STRATEGY-TARGET MARKET

CUSTOMERS-• The customers can be classified into two

types based on their needs. 1)financial aid<2 lakh per annum 2)financial aid>2 lakh per annum• These categories can be classified into

free and premium also as the 1st category will get free access while the second category will require the premium version.

STRATEGY-TARGET MARKET(CONTD)

1. FINANCIAL AID<2 LAKH PER ANNUM-• These students are mostly trying to

complete their education till the undergraduate level.

• They are mostly from the low income group and hence can’t afford paying this much every year.

• Their aim is to just get a bachelors in their course and get a job to improve the financial condition of their family.

STARTEGY-TARGET MARKET(CONTD)

2. FINANCIAL AID>2 LAKH PER ANNUM-• These students have mostly completed

their undergraduate studies and are pretty good at their subjects.

• They want to pursue further studies in their area of interest abroad and require merit based scholarships because they cannot afford the tuition fees.

• These will qualify for premium membership and will be the main source of income.


COLLABORATERS-• NGOs will be the main source of funding for the App

if ever required and they will also be the main source of advertisement other than social media.

• Also drives and lectures will be conducted in universities to make students aware of the app.

• Collaborating with the universities having financial aid programs so that students can have everything on one platform.

• Companies that require skilled labour like companies in IT sector will also collaborate with this app so that they can get students on bonds.


COMPETITORS-• The market segment that this app targets is

such that this app has no competitor as such cause this is a new idea.

• Though the only competitors are the scholarships that are offered by governments and institutions without the help of this app.

• Also the universities which wont collaborate with the app and will conduct their own financial aid programs.


COMPANY-• The company will be divided into two parts a

counsellor division and a app development division.

• Initially these two divisions will be good enough to manage the company. As growth continues and this app becomes successful more parts of the company will grow like marketing subdivision.

• Right now the app developer will have to manage the marketing part of the company.

STRATEGY-VALUE PROPOSITION

CUSTOMER VALUE-• The students can easily avail scholarships

and financial aid on the app.• The premium version also offers the

students counsellor with whom they can chat and talk to take proper decisions.

• The app allows the students to extensively express their condition to the selectors as setting just one parameter is very unfair.

STRATEGY-VALUE PROPOSITIONCOLLABORATOR VALUE-• The app offers the NGOs an effective method

to reach out to the needy and this also helps them gain good stable volunteers.

• The app allows the donors to actually see that their money is put to good use and hence giving them the satisfaction of donating.

• The app allows the companies to get an effective way to give back to the society and also helps them gain skilled labour with bonds.

STRATEGY-VALUE PROPOSITIONCOMPANY VALUE-• The company is starting a revolution and this

offers the stake-holders and employees to be a part of something bigger.

• This company is a combined package of a job and also a method of giving back as you will always help these young students.

• Being a start up everyday will be a challenge plus this being a new market segment there will be many opportunities to innovate and be different.

TACTICS-PRODUCT • The students will apply for the scholarships displayed by

the companies or NGOs on the app.• The conditions will vary depending on the requirement of

the institution.• The students then can apply by submitting every

necessary document and then also explaining their current situation in the application.

• The selected candidates will be then interviewed given scholarships.

• During the time when they receive scholarship the students will continuously be assessed and if they don’t perform well enough they won’t receive any scholarship in extreme cases.

TACTICS-SERVICES• The students can ask doubts 24*7 on the app

and they will be resolved.• In the premium version you can take help from

a counsellor who will guide you throughout the process.

• This will definitely help the students as they will get guidance when so much is thrown at them.

• This will cost a lot from the app side as the app will need to recruit a professional counsellors for them.

TACTICS-BRAND• The logo of this brand will be “HOPE

THIS HELPS”.• This brand stands for helping the

students by keeping presence of mind instead of following old and not justifiable practices.

• The slogan of the company will be “NO ONE HAS BECOME POOR BY GIVING”.

TACTICS-PRICE• The app is based on the concept of

freemium i.e. It’s partially free while those customer who want to avail advance facilities will have to pay for the premium version.

• The premium version costs $15 per annum.

TACTICS-COMMUNICATION-DISTRIBUTION

• The customers will be informed when financial aid of their specification arrives via the email.

• The customers will be also informed about new types of scholarships through ads on the app and via email.

• The scholarships will be distributed by the means deemed comfortable by the students.

• Thought the timeline for it will be decided by the company or institution giving the scholarship by taking into account the need of the students.

IMPLEMENTATION-INFRASTRUCTURE

• The app will be launched this year. Thus the company just consists of the developers.

• As the company starts growing the infrastructure will be developed.

• Though not yet properly defined the infrastructure would be such that every employee would have the right to make suggestions and it would be a very friendly and interactive work environment.

IMPLEMENTATIONS-SCHEDULE• First only the android version of the

app will be launched.• In the next two months the app will

be launched on all platforms and all bugs will be fixed.

• The app will at least target 20 scholarships in the first 2 months.

• Then the next phase would be planned accordingly.

HOPE THIS HELPS-INSPIRATION The app was developed when the founder i.e. Me

faced the problem during first semester. I am from a middle class family. My sister was studying abroad and my parents had to take a loan against my house and also make monthly interest payments plus also give her money for the accommodation. At the same time I was admitted to the prestigious institute of IITB which has a very heavy fee. Thus this was very difficult for my family and I could not apply for any scholarship because the main cut-off was the family income without looking at the background.

Marketing

Hope this helps