Marketing plan

For a new android

application

INSTA

WRITER

what is instawriter?

A networking and

non-blogging

platform for writers

and photographers.

And Why

photographers?

Because no write-up

or article is complete

without pictures.

EXECUTive

SUMMARY

•OVERVIEW•VISION

The number of writers is increasing every

year.

There have not been significant changes in the

number of book authors.

People are now using social media for

showcasing their writing prowess.

INSTAWRITER’S VISIONTo provide a compact and

systematic platform to non-

blogging writers and

photographers.

SITUATION

ANALYSIS

•SWOT Analysis•Competitors•MarketOverview

STRENGTHS•Unique idea

•Optimally priced

•Many built-in features

•Hassle-free SEO

•Help available readily

Weakness•Costly development

•Difficult programming

OPPORTUNITIES•Increasing number of writers and

photographers

•Employers looking for one-stop

destination for hiring writers and

photographers

•Growing importance of social networking

Threats•Competition from blogging platforms

•Fear of duplication

•People might find understanding SEO

difficult

•A new idea in the market might backfire

INSTAWRITER

competitors

InstaWriter is a comparatively unique platform. However, it does have distant

competition with Instagram.

India is the fourth largest mobile app economy. The annual figure for India is projected to grow by 92 % to reach 7.7 billion downloads this year and further to 20.1 billion by 2020.

The industry of writers and photographers is already well-established. The mean number of authors per article increased from 1.77 in 1971 to 2.35 in 1982 and 4.35 in 2012. There needs to be a platform for the survival of the fittest.

The demand of good photographers in different fields is paramount. In India alone, the demand for photographers and graphic designers has increased by 32% from 1970 to 2013. There needs to be a proper platform to find the best photographer from a group of thousands

A well-defined compact solution can increase solve the problems of both the sectors.

•To reach total 500000 app downloads by June 2018•Increase in net revenue by 40%

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writers

photographers

employers

STRATEGY

•Target Audience

•Competitor

•Points of Parity

•Points of

Difference

•Collaborations

Socially active people

Writers Proof readers

Graphic Designers

Photographers

Employers

Whom are we

Competing with??

BECAUSE….1.

• Instagram blogging has become very famous

2.• It is a potential micro-tale, short write-

up and nano-tale sharing platform.

3.•Photographers can share their works.

4.•Popular social networking platform.

Number of Users

Instagram users

Instagram writers

Write ups and media (photos, videos etc.) sharing platforms

Non-blogging platforms

Accessible to potential employers

Photo editing options

Essential built-in SEO features

Grammar check features

Sharing on different platforms like Whatsapp, Gmail etc.

•Writer and photographer agencies in different cities.•Popular bloggers.•Magazines and newspaper columnists•Some popular newspapers and magazines•Some popular youtubers

INSTAWRITER’S VALUE PROPOSITION

•Customer value•Collaborator value•Company value

Customer value

•Hassle-free one-stop destination for writers and photographers.•Customer experience is made easy by proper management, advising, personalized emails, push notifications and online chats.•Optimum price for so many built-in features.

COLLABORATOR VALUE

•It is an ideal platform for small agencies and independent freelancers.•Application charges are minimal, so the profit margins of collaborations are high.

COMPANY VALUE

•Revenue is generated by premium version purchases, through app stores and a decent margin from collaborator as well.•Funding by renowned companies is also a possibility

tactics

ProductsPriceServiceDistributionPromotionincentives

FREEVERSION

PREMIUM VERSION

Limited grammar checking features like spell-check etc.

Limited SEO features like word counter, keyword finder etc.

Free access to the platform for networking.

Limited sharing (1 GB). Built-in photo editing options.

Additional grammar checking features like subject-verb agreement, tenses etc.

Additional SEO features like alt attributes, title attributes, link building etc.

Additional 5 GB sharing.

$6 per user per month for premium version.

This will generate $2 profit margin per user per month.

Chat support

Personalized email and email support.

Helpline

Mozilla Firefox add-on

Social media

Sponsored

ads

Word of mouth

Pop-up ads

Buying backlinks

Interviews

Email marketi

ng

•Customers will get attractive offers like app-points, discounts etc.•Company personnel will get bonuses and non-price incentives for meeting out and exceeding the targets.

implementation

•Infrastructure•Action Plan•PerformanceEvaluation

Infrastructure

To minimize start-up costs and risks by

renting offices, appointing minimal sales

persons and advisors.

Centralized database to minimize workload.

Making the free version known by December 2016.

Promoting premium version. Revenue up by 12% by June 2017.

Bringing in more collaborations. 30% revenue by December 2017.

Seeking funding, sponsorships etc. Revenue to 40% by June 2018.

Performance evaluation

•Feedbacks are compulsory after 5 days of app usage.•Feedbacks can be in the form of ratings, reviews etc.•Performance evaluation is to be done by the company as a whole.

WHAT IS INSTAWRITER?

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

Created by Ayushi

DISCLAIMER

Created by AyushiGupta, National PG College, Lucknow, dur-ing an internship under Prof. SameerMathur, IIM Lucknow.