bookers' den marketing plan
TRANSCRIPT
BOOKERS’ DEN
“Let the books be found”
CONTENTSExecutive Summary
Situational analysis
Goal
Strategy
Tactics
Implementation
Who are we?
Bookers’ Den – Let the books be found.A place to freely exchange books and an emerging readers’ community
Executive Summary
1. VISION“To build a platform where people with similar interests in
books can communicate with each other and hence build a library in every corner of the world, access to which can be carried around in the pocket.”
2. MISSION“To bring back the conventional paperback reading
culture by solving the problems of the readers like- high costs, storage space requirements and proper disposal of the collection.”
Executive Summary
SITUATION ANALYSIS
1. COMAPNY OVERVIEW
Situation Analysis
Bookers’ Den provides a medium to freely exchange books and builds hyper local communities around the books.
This product being one of its kind provides a service “for the people, by the people”.
Bookers’ Den is an App that lets you share, lend, discount or exchange the books in their paperback format . It currently runs as an App and will soon expand to the desktops as well.
The product is an emerging giant in this market, with very little potential competition.
1. MARKET OVERVIEW
Situation Analysis
Bookers’ Den is made to serve reading enthusiasts, amateurs, authors and the budding writers.
Bookers’ Den as of now has very few competitors, “Barter.li” being the most remarkable one.
Bookers’ Den is an App based service and will soon expand to its desktop version as well.
Kindle and the other e-book platforms pose maximum threat to the company.
1. TARGET CONSUMERS
Situation Analysis
People who don’t want to or cant afford buying new books every time and find e-book version hard to read.
People who like the conventional paperback forms.
People looking for like minded folks to chat with and explore new books.
People who have a huge collection of books and need a proper means to operate it.
GOALS
Goals
Monthly Recurring Revenue (MRR)- $73,500
Sign ups per months- 3000
Conversions rate per month- 20%
Churn rate- 3-4%
Total books scanned per month- 10,000
Tentative deadline- February 2018
Strategy
TARGET MARKET
StrategyCUSTOMERS
Lower income groups
Literary enthusiastsAmateurs
Authors
•Discounts•Cheap exchange and borrowing•Lending books in exchange for money
•Exploration of new books•Recommendations•Readers’ community
• Means to operate it.•Refresh their collection
•New books•Suggestions
•Promotion•Reviews
Strategy
Collaborators
E-payments partners like PayPal, Paytm etc.
Students’ unions and councils from various colleges and
schools
Content marketing agencies for blogs and promotions.
Review websites for gaining credentials.
Strategy
Competitors
Barter.li App
Amazon Kindle
Other e-book reading platforms
Local libraries
Strategy
VALUE PROPOSITION
Strategy
VALUE PROPOSITION
Customer value-To promote literacy and the love of reading by creating a free book exchange which is ‘for the people, by the people’. We want to be able to share, lend, discount or exchange these physical books within our community.
Collaborator value-Provide an equal platform of opportunities and profits for our collaborators. An annual share in profit for the college or school unions helping us.More sign ups and transactions fro e-payment partners.
Company value-Provide an atmosphere of growth, a platform to showcase talents and creativity for the employees. Financial and corporate appraisal with that of the company ‘s in the coming years
TACTICS
Tactics
PRODUCT
Free exchange of books (over limited time)
Borrowing and lending books at
discounts.
Paperback formats only
COSTS-
Freemium plan
Leo plan - $2 per month
Darwin plan- $4 per month
Rowling plan - $5 per month
Tactics
SERVICES
Free exchange of upto 2 books
per month
Borrowing and lending books 4 books
per month at most
Borrowing and lending books 6 books
per month at most
Borrowing and lending books
unlimited books per month at most
COSTS-
Freemium plan
Leo plan - $2 per month
Darwin plan- $4 per month
Rowling plan - $5 per month
Tactics
BrandBOOKERS’ DEN“Let the books be found”
Because we owe these books our bit and we’d never let them die!
Tactics
PRICES
Freemium plan
Leo plan - $2 per month
Darwin plan- $4 per month
Rowling plan - $5 per month
Tactics
INCENTIVESDiscounted books
Better market place for old collections
E-payment available
E-payment discounts
Referral bonuses
Tactics
DISTRIBUTION
Google play App Website for desktop usage
IMPLENTATION
Implementation
INFRASTUCTURETechnical team
• App development• Website setup• Additional features and updates.
•Product launch•Promotions
• Reducing the churn rate• Revenue maximisation
• Partnerships• Deals• Collaborations
Implementation
PROCESSES
Designing the technical front
Implementing the
algorithm
s
Testing
on a smal
l seg
ment
Promoting the App
Launch
(with freemi
um plan for
unlimited
books)
Partnerships and collaborations for furthe
r marke
ting
Introduction of premium
plans
Discounts
and deal
s
Websit
e extensio
n
Implementation
SCHEDULEDesigning the technical front •February 2016
Implementing the algorithms •March 2016
Testing on a small segment •15 April 2016
Promoting the App •15 May 2016
Launch (with freemium plan for unlimited books) •May 2016
Partnerships and collaborations for further marketing
•June 2016
Introduction of premium plans •20 June 2016
Discounts and deals •30 June 2016
Website extension •September 2016
DISCLAIMER
Created by Smriti Tomar, NIT Bhopal, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.