lay bros mplan

8/3/2019 Lay Bros Mplan

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Table of Contents

1.EXECUTIVE SUMMARY......................................................................................2

2.BUSINESS OVERVIEW......................................................................................4

2.1.COMPANY OVERVIEW:.............................................................................................................4

2.2.SERVICE OVERVIEW................................................................................................................4

2.3.VISION:.............................................................................................................................5

2.4.MISSION:...........................................................................................................................5

2.5.S TRENGTHS AND CORE COMPETENCIES:.........................................................................................6

2.6.CHALLENGES:.......................................................................................................................6

2.7.WHY DO PEOPLE NEED THIS SERVICE?...........................................................................................8

3.INDUSTRY OVERVIEW......................................................................................9

4.MARKETING PLAN..........................................................................................105.1.MARKET ANALYSIS:..............................................................................................................10

5.1.1.Market Description ...............................................................................................10

5.1.2.Market Size ...........................................................................................................10

5.1.3.Market Growth: ....................................................................................................11

5.1.4.Market Opportunities: ...........................................................................................12

5.1.5.Target Market .......................................................................................................13

5.1.6.Regulations:..........................................................................................................13

5.1.7.Porters Five Analysis:............................................................................................14

5.1.8.SWOT Analysis: .....................................................................................................16

5.2.MARKETING S TRATEGY..........................................................................................................17

5.2.1Value Proposition ...................................................................................................175.2.2Branding ................................................................................................................18

5.2.3Marketing Objectives .............................................................................................19

5.2.4Strategy .................................................................................................................19

5.3.MARKETING MIX:................................................................................................................20

5.3.1.Product/Service Strategy:.....................................................................................20

5.3.2.Pricing Strategy: ..................................................................................................21

5.3.3.Place Strategy ......................................................................................................22

5.3.4.Promotion Strategy:..............................................................................................23

LIST OF TABLES AND FIGURES

TABLE 1: TARGET MARKET................................................................................13

FIGURE 1: U.S MARKET SHARE OF MOBILE ADVERTISEMENT 2011($ MILLIONS).....9

FIGURE 2: GROWTH OF U.S MOBILE ADVERTISEMENT ($ MILLIONS).....................11

FIGURE 3: POTENTIAL GROWTH OF U.S MOBILE ADVERTISEMENT ($ MILLIONS).. .11



FIGURE 4: GROWTH OF STORE APPLICATION IN U.S............................................12

FIGURE 5: VALUE PROPOSITION........................................................................17

1. Executive Summary

Lay Bros LLC will be a high technology mobile advertising application for smart phones

(Android and Apple initially), located in Georgia, USA.



People will be able to download it to their phones using the Android market place and

advertisers will pay us to be able to advertise with us. Users will be rewarded with

different benefits on listening to advertisements or reading messages. Our applications

will be innovative and appealing; we will offer variety of categories for all sorts of

companies and industries. We have some of the greatest minds in the software industry

associated with our organization.

Our main goal is to increase our market share and build brand identity internationally

through online operations. We will develop very attractive and user friendly website,

where our customers can share their experiences and queries. Lay Bros LLC has many

strengths, such as customized solutions, consultancy, competitive pricing, continuous

support, expertise in multiple industries, innovative ideas and creative team.

The objective of the service is to earn maximum profits by introducing this app to

maximum number of users around the world and introduce these users to companies

and businesses according to their target market needs and give benefits to users andearn commission from businesses by marketing their services.

Our promotion strategy in start will be PULL STRATEGY. We will use multiple channels

to advertise our services. Our main advertising strategies will be based on product

comparison advertising and product Benefits advertising. We will promote our services

through some above the line mediums and we will give more weight to online market in

start.

Our online business model will allow us to cut our costs and flexibility to operate from

anywhere.



2. Business Overview

2.1. Company Overview:

Lay Bros LLC will be a high technology mobile advertising application maker for smart

phones (Android and Apple initially), physically present in Georgia, USA; to feed the

market with high standards. There are already many local and international firms

working all around the globe and dealing in phone apps solely made for the purpose of

marketing, but we will introduce ourselves with innovative and most effective marketing

apps for smart phone users.

Our main goal is to increase our market share and build brand identity internationally

through online operations. We will offer ultimate apps for smart phones, like; android

and apple makes. We aim to meet the market demand as per the standards and need.

We will attract the users throughout the world through our online services. We will

provide our services globally; any one can download our applications through our easy

to use website on competitive prices. We will create our own titles and we will offer

Old media has its own significance where new media has its own popularity and

importance, but if we merge both then it can work far faster and better than they workseparately. My idea is to cash this merging effect through such an application which will

increase the response overnight and the results are exceptional for companies to

advertise their to only those users who are interested in mobile advertising.

2.2. Service overview

The competition in application market is very intense, but we are confident we will beat

the market with the help of our high technology mobile marketing applications. We willmainly be focusing on our mobile advertising applications and pretty confident that our

apps will definitely attract the clients around the globe; since they are developed by

highly skilled professionals, who understand the market needs, consumers’ demand,

platforms complications and how to resolve them and how to present these applications

to consumer. More importantly advertising is growing need of every business in the



current scenario where competition is so much intense and businesses needs new

ideas to market their products.

The rise of smart phone and 3G technologies also make job easier for companies to

market their products through new mediums such as mobile phone tones, MMS, SMS

and web searching on mobile. Users can any time switch off this application and this willhelp them to get latest updates.

Our applications will be innovative and appealing; we will offer variety of categories for

all sorts of companies and industries. We have some of the greatest minds in the

software industry associated with our organization. Their skills and talent will help our

company to reach the next level. We have the best designers and programmers; who

can create innovative apps and new ideas so frequently. We will develop very attractive

and user friendly website, where our customers can share their experiences and

queries. They can also interact with other users and build community and can take

advantage of group and affiliate marketing.

Slogan: “Advanced marketing solutions with new age media”

2.3. Vision:

“To become one of the top innovative marketing app publishers in the world”

2.4. Mission:

“To serve the customers as per their requirements with best innovative ideas and

customized marketing apps for Android, gain maximum market share of marketing

applications for smart phones”

To accomplish this, we focus on; quality of services, long term relations with our

customers and interactive communication, demanded products and companies

according to the taste and demographics of consumers, best graphics and technology.We will aim to provide them immediate solution by engaging consumers and

dramatically increasing brand awareness.



2.5. Strengths and Core Competencies:

Advertising applications are very popular these days, since smart phones are very

common in all parts of the world. This popularity also makes this market very

competitive and we have to come up with innovative ideas and unique selling attributesto beat our rivals. These are some of the benefits we offer to distinguish Lay Bros LLC.

Lay Bros LLC has many strengths, such as customized solutions, consultancy,

competitive pricing, continuous support, expertise in multiple industries, innovative ideas

and creative team. In order to achieve this we have efficient team members who know

and understand the needs of market and our customers. These are our Strengths and

Core Competencies:

Quality Applications: We will provide the best advertising applications to our

customers; we will offer products in many categories and segments right according to

the demographics. Our quality of work will attract the customers and increase their trust

on us. We will advertise our clients material to huge number of users and most

important to the right audience according to their products or services.

Variety of platforms: On initial stage we will offer apps for androids and apple, but

latter we will offer variety of apps and cover each and every make, type and platform.

24/7 support: We will present 24/7 for our customers; they can catch us any time for

online support, if they face any problem in our applications.

Competitive pricing: We will offer competitive pricing for our high value apps; we willoffer quality and distinctive apps in affordable prices to marketers.

Online operations: Our customers can download our apps from any part of the world

and we will serve every part of this world through our user friendly website, where

internet is available. This will make our market huge and profitable.

2.6. Challenges:

• Intense competition and many companies fighting for share in the market

• Lack of fund to build reputation in market

• Lack of funds in start for expensive marketing budget



• One of main challenge is to convince people and bring them to our platform and

buy our apps



2.7. Why do people need this service?

People will need us, because the application market is expanding with significant rate

and smart phones manufacturers are producing large number of models. So many app

makers are present in the market and mostly competing on quantity rather quality, there

are very few companies who are offering quality customized apps and covering vast

range of categories like us. We are in the market to offer quality along with affordability

and the benefits of earning extra through our apps; this is the reason people will buy our

applications.



3. Industry OverviewMobile advertising is one of the most attractive, entertaining, and effective medium of

marketing industry especially in the U.S.A. This is a rapid growing sector which enables

marketers and businesses to send their message across to consumers quiet easily.

This sort of advertising is very beneficial for advertisers to market their products and

services. The media encompassing mobile advertising include mobile web sites, mobile

applications, mobile messaging and mobile video.

Figure 1: U.S Market Share of Mobile Advertisement 2011($ Millions)

Source: Jpmorgan1

In the Year 2011, the share of mobile message advertising was around 82%; where the

mobile search advertising stands at second with share of 10% and the share of mobile

display advertising stands at 8%.

1 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf

https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf




4. Marketing Plan

5.1. Market Analysis:

5.1.1. Market Description

According to a research conducted by a private firm in 2010, U.S. is considered as the

second largest in terms of mobile advertising market after Japan2. The number of active

mobile subscriptions was beyond 300 million in 2010 and this figure is expected to grow

in coming years. Due to high usage, the average expenditure on mobile advertising

campaign stands at almost $75,000 to $100,000 respectively. Another study confirmed

that about 50% of U.S. mobile population goes through advertising option3.

5.1.2. Market Size

The total population of mobile users aged 13+ is around 233 million, out of which thelargest share goes in account of users of mobile web, which are about 107 million4.

According to data collected by a research firm in which about 100.7 million mobile users

make use of text messaging, mobile web was used by 34.1 million users, 24 million

consumers download content, 14.6 million peopled used web searches and web video

was checked by 9.3 million users5. In the USA, the total number of mobile advertising

campaigns was around 8,000 and the average volume of new campaigns was 21.8 per

day6.

2 Techcrunch, accessed on 10th June 2011, available at:http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/3 Techcrunch, accessed on 10th June 2011, available at:http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/4 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf 5 iab, accessed on 11th June 2011, available at:http://www.iab.net/media/file/moble_platform_status_report.pdf 6 Techcrunch, accessed on 10th June 2011, available at:http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/

http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/



http://www.iab.net/media/file/moble_platform_status_report.pdf





http://www.iab.net/media/file/moble_platform_status_report.pdf




5.1.3. Market Growth:

It is forecasted that in U.S. the users of mobile internet through handsets will go up and

reach 158 million in 2015 and the income from mobile advertising and mobile

ecommerce is immense and it potential growth will rise 37% on mobile advertising

market and 65% on mobile ecommerce during 2009 to 2015 correspondingly7. At the

early months of 2010 about 25,000 mobile applications were launched by apple store

and more than 800 million applications were downloaded by consumers 8.

Figure 2: Growth of U.S Mobile Advertisement ($Millions)

Source: Jpmorgan9

Figure 3: Potential Growth of U.S MobileAdvertisement ($ Millions)

Source: Jpmorgan10

In the year 2011, the revenue from mobile advertising is around $5,099 million, whichwas up from $3,790 million in the year 2010; almost growth of 34.53 %. Its Potential

7 Sutherla, accessed on 10th June 2011, available at:http://sutherla.blogspot.com/2010/04/usa-forecast-growth-to-158-mobile.html8 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf 9 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf 10 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf

http://sutherla.blogspot.com/2010/04/usa-forecast-growth-to-158-mobile.html




http://sutherla.blogspot.com/2010/04/usa-forecast-growth-to-158-mobile.html






figure illustrates that in 2012 the sales will raise to $6,303 million which shows 23.61%

growth.

Figure 4: Growth of Store Application in U.S

Source: Jpmorgan11

The above charts show that the growth of Apple and Android applications is huge and

majority of applications sold in past are of these two platforms. The above numbers are

showing that we have selected right platforms for our application.

5.1.4. Market Opportunities:

There are many opportunities in the market for Lay Bros LLC, such as:

U.S. economy has now recovered from recession, which means an increased

investment in new businesses.

Advertising and social media marketing industry is on the rise all around the globe and

in U.S.A these markets are growing at much faster rates. These growths also cause

expansion in demands for advertising and public relation.

No one in the market is offering solutions like us, so first mover advantage is another

opportunity for us to count on.

11 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf





All these facts together give us enough room to count these opportunities and penetrate

in the market.

5.1.5. Target Market

Table 1: Target Market

Target Market

Year Android Phone Subscribers

2011 30.2 Million

Source: Telecoms12

Our primary target market is Android mobile users and this is our primary target market;according to above table the total target market for our business is 30.2 million users.

5.1.6. Regulations:

• Privacy Laws

• Consumer Information Security law

• Tax Laws

• Business Laws

• Domain Registrations

12 Telecoms, accessed on 11th June 2011, available at:http://www.telecoms.com/22493/as-smartphone-users-rocket-android-ousts-symbian/

http://www.telecoms.com/22493/as-smartphone-users-rocket-android-ousts-symbian/

http://www.telecoms.com/22493/as-smartphone-users-rocket-android-ousts-symbian/



5.1.7. Porters Five Analysis:



Competitive Rivalry:

There are many service providers in the mobile advertising application market following

different channels to attract the clients. Market is growing and very competitive. Many

small and big service providers are working in the market. Online business and

ecommerce makes market more intense and international firms also now part of thismarket and companies from all around the globe giving services.

Bargaining power of Customers:

In service industry for business to business market, clients always look for the quality

services without paying high prices; since they seeking quality and increase profitability.

Almost every high quality service provider charging very high prices due to high demand

and customization of highest level and customer’s power in this industry is high.

Bargaining power of Suppliers:

In this industry supplier is charging low prices, since demand is high but the outsourcing

and international giant’s now giving competitive pricing and market is now much more

competitive because of saturation and lots of players entered in the market. That is why

now the supplier’s power is slightly reduced.

Barriers to Entry (Threat of New Entrant):

Barriers to entry checklist Level

Competition High

Investment requirements Medium

Quality of Services High

Switching Cost High

Brand Identity High

Threat of Substitute:

There are some substitutes available in the market for mobile marketing through smart

phones, either client go for traditional mediums or normal SMS marketing but high

usage of smart phone reduce the threat of substitutes.



5.1.8. SWOT Analysis:

Strengths:

•

Customized Services:

• Knows the art of blending media to give maximum results to both clients and

users:

• First mover advantage:

• Vast range of services

• Experienced Staff

• Low pricing against high quality services

• Global Reach

• Experience of vast range of industries

• Strong relationships with corporate world

• Customized software

Weakness:

• Lack of the funds

• Low marketing budget

• No goodwill in the market

• Low staff in the start

• Hard to afford full time staff

• Hard to build trust initially

Opportunity:

• New market and growing rapidly all around the globe

• Economy is recovered from recession and now prospering

• No one in the market is offering combined package like us



• Mobile Advertising and social media networking is on the boom

Threats:

• Damage to database

• Change in Mobile Internet costs

• Economic recession

• Change in laws and regulation

• Hacking

5.2. Marketing Strategy

5.2.1 Value Proposition

Figure 5: Value Proposition



Lay Bros LLC’s core value proposition is that it will add value to its services by providing

most effective services at competitive prices. It will offer innovative services, these

services including; best use of mobile to advertise to right target market and get results

in real quick time.

5.2.2 Branding

We position Lay Bros LLC as a brand, which will offer variety of quality services at

attractive pricing and margins as compare to industry practices. We will position

ourselves as a unique service provider; that will save money and time of its client and

give them desired results in much affordable and effective manner.



5.2.3 Marketing Objectives

Lay Bros LLC’s marketing objectives are very simple and clear. We want to focus on

mobile advertising app for Android and support old and new media and mix them in a

way that our consumers will get best possible results by reaching right target audienceand we can serve them for longer period of time. We will market our business

aggressively to build brand equity and company image in the country; to offer quality

solutions, low pricing and get trust of our customers by fulfilling their demands and

needs. Our primary objectives are:

Service Objectives: We have innovative ideas for businesses of USA initially; who are

looking for trusted Marketing/ advertising solutions. We will offer most trusted services

and we will offer maximum benefits to our clients and users. We also want to give

customized services, and we will understand the needs of every individual client by

researching their past results and assess their needs and then we come up with bestmix of mediums and find right target audience for them and market their

products/services to get their desired results in most affordable manner. It will save time

and money for our clients.

Financial Objectives: Our prime target is to minimize our operational and unnecessary

costs and become most profitable app making business; which offer most trusted

services to all; consumers, consumer businesses and B2B businesses. We will

advertise their messages in a way that will save costs and efforts of our team and of our

client. We will generate maximum revenue by offering multiple services to diversified

clients and satisfy our investors and employees by giving them maximum returns.

Company Growth Objectives: Initially we offer services in USA, then we move to other

locations and we will cover whole American region and other nearby countries. We want

to expand our business to those countries where opportunities are exist and market is

attractive (most likely USA and Japan) and people need mobile marketing/advertising

services, such as, India, UK, China and Australia. Our growth strategies are to expand

our network to different locations all around the world, especially high demand areas

where businesses and economies are huge, and usage of smart phones is also high

such as; China, India, U.S.A, UK, etc.

5.2.4 Strategy

Business Strategy:

Our main strategy is to make sure services will be right according to the demands of the

market and give maximum benefits to our target market. We want to fill market gap by



offering low cost, customized, quality and result oriented platform for businesses to

cater there target market and build long term relations with their customers.

We will build very good relationships with our vendors, suppliers and investors to get

maximum benefits for our business. We will do strategic alliances and partnerships with

vendors for timely delivery, better costs and improved quality.

Sales Strategy:

We will offer our customized and effective app to vast market in all sorts of industries;

more importantly in affordable prices as compare to high price industry practice, all

these services are unique and will add value to the business and customer growth of

our clients, safe money and time for them. We will offer very low prices and low margins

and give them winning strategies based on market and business research. These core

competitive advantages make us unique to promote our business and services.

5.3. Marketing Mix:

5.3.1. Product/Service Strategy:

Lay Bros LLC is a company in Georgia, USA. Lay Bros LLC plans to commence its

advertising app services in USA and other regions of the world where smart phone



usage is very high. Company product strategy is developing a most customized app for

businesses to reach their target market through use of Android phones. The objective of

the service is to earn maximum profits by introducing this app to maximum number of

users around the world and introduce these users to companies and businesses

according to their target market needs and give benefits to users and earn commission

from businesses by marketing their services.

Users of this service can get multiple benefits, like; it’s an easy to get, easy to monitor,

easy to implement and easy to turn off; can help users to save time and earn money

while get updates of different products/services.

No one yet introduce such idea of mobile marketing through apps and offer most result

oriented yet quick solutions in low prices. In this way this service is totally differentiated

and unique to the people and businesses of U.S.A. This service is not like traditional

mediums not yet only focusing on to give information but it’s a perfect platform to reach

only interested customers who really need any particular products or services andseparately these services can cost lot of money and time but with us both are reduced

to extreme level.

5.3.2. Pricing Strategy:

Since we are new in market and we cannot compare us with any other service because

we are offering entirely unique services and unmatched packages. Therefore, we have

chosen a Penetration pricing strategy.



In order to make sure that the pricing of services we are going to charge are affordable

and users of our services feel no issues paying for that because we are offering variety

of services that are considered very specialized in their own field. We will charge very

low prices against quality services with state of the art monitoring tools and software

and unlike industry practice of high pricing.

5.3.3. Place Strategy

We will use different channels to reach our target market. We will follow traditional chain

but with innovative strategy and use of technology. We will use our all contacts and past

experience to increase our client base. We will be present physically at Georgia, USA.

But we will market and do business online. This online business model will allow us to

cut our costs and flexibility to operate from anywhere. This online business will also

allow us to market our business more easily when online marketing is on the boom. Our website will be: WWW.LayBros.com

http://www.laybros.com/




5.3.4. Promotion Strategy:

Our promotion strategy in start will be PULL STRATEGY. We will use multiple channels

to advertise our services. Our main advertising strategies will be based on Product

comparison advertising and Product Benefits advertising. We will create awarenessabout our service, its benefits and functions in the start. We will give emphasize on two

objectives in start, create awareness amongst the target market and build brand name

as a most effective advertiser in the market.

We will promote our services through some above the line mediums and we will give

more weight to below the line activities in the start.

Suggested Mediums:

We will give emphasis to online channels of advertising. Our some of the advertisingmediums we selected are as follows:

Online Channels:

Social media marketing:

Social Media have become a large part of online traffic, and it continues to grow. Nowmore than ever, it's imperative for us to take advantage of the marketing opportunities

available through social media. We will utilize social media to promote our business and

create pages on social networks, such as Facebook, MySpace, Orkut, Twitter etc.

Search Engine Optimization:

SEO may target different kinds of search, including image search, local search, video

search and industry-specific vertical search engines. This helps give us a web site web

presence.

Internet Advertising

We will also promote our services on Internet and related online directories. We willadvertise through banner ads on websites. We will pick high traffic websites related tosectors we are targeting for enterprises. We will also utilize our website to promote our business through internet marketing. Our website will be www.LayBros.com.





Suggested Media & Budget:

Internet Marketing:

Type Location Rate

Full Internet Marketing nationwide $30,000/year

Local Online Marketing one city or county $9000/year

Source: Optimum713

Initially we will promote our business in USA, and one year cost of advertising will be

$15,000 for first six months right after launch of business.

Social media advertisingType Rate Total

Social mediastrategist

10 hours per week @$100 per hour = $1,000

per week52 weeks – $52,000

Source: Dannybrown14

We will do 5 hours per week for first six months right after launch of business; which will

cost us $13,000.

Banner AdvertisingType impressions Rate

Popular sites per thousand (CPM) $25 to $70

Source: Workz15

We will place ads on popular websites and it will cost us around; 20,000 CPM per

month for whole first year right after launch of business; $6,000

13 Optimum7, accessed 30th Nov 2010, available at:http://www.optimum7.com/internet-marketing/internet-marketing-management/internet-marketing-costs.html14 Dannybrown, accessed 30th Nov 2010, available at:http://dannybrown.me/2010/01/17/the-real-cost-of-social-media/15 Workz, accessed 30th Nov 2010, available at:http://www.workz.com/content/view_content.html?section_id=515&content_id=5619

http://www.optimum7.com/internet-marketing/internet-marketing-management/internet-marketing-costs.html


http://dannybrown.me/2010/01/17/the-real-cost-of-social-media/

http://www.workz.com/content/view_content.html?section_id=515&content_id=5619



http://dannybrown.me/2010/01/17/the-real-cost-of-social-media/

http://www.workz.com/content/view_content.html?section_id=515&content_id=5619



SEO Advertising

Location Keywords Cost per month

Worldwide 10- 20 $249-$499

Source: Onlineearning16

We will advertise for whole year right after launch of business; which will cost us

around: $6000

Total Estimated Budget of Advertising: $40,000

16 Onlineearning, accessed 30th Nov 2010, available at:http://onlineearning.org/seo/why_is_seo_so_expensive.php

http://onlineearning.org/seo/why_is_seo_so_expensive.php

http://onlineearning.org/seo/why_is_seo_so_expensive.php

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