Note. Share. Learn.

Notefy

Marketing Plan for the App

Implementation Strategy

Executive Summary

Exhibits

Pricing Strategy

Tactics

Situational Analysis

Executive Summary •  Technology in education is creating a disruption in the higher

education sector globally.

•  The market for self-paced e-learning is growing very fast in the developing economies- highest being 17.3% in Asia.

•  Within India, there has been a steady growth in the adoption of blended or hybrid learning models and even complete online delivery models.

AN OPPORTUNITY FOR NOTEFY!

What is Notefy A virtual platform exclusively for students to share notes, discuss ideas mentor juniors and spread knowledge.

Salient Features

•  A database of notes catering exclusively to the needs of students. �

•  Record audio and video notes. ��•  Discussions page to raise relevant questions. �

•  Separate portals for institutions to better connect seniors and juniors. �

•  Mentorship option to earn and spread at the same time. �

•  Read offline feature (although free sharing restricted). �

•  Feedback rating system to ensure quality of notes and mentors. �

our office

Target Segments

Demographic

College Students- 18-23

High School Students-13- 17

Recent Graduates (Mentors)- 23-27

Psychographic

Class notes are valued and Xeroxing remains a hassle for many.

Many are looking for alternatives to highly monetized private tuitions.

Many want a part time income.

Micro Marketing The most appropriate level of segmentation for Notefy.

But WHY •  The presence of a host of similar companies makes it very

difficult to mass market our app.

•  A concentrated approach on individuals institutions (schools and colleges) will yield better results.

•  Identifying individual issues at separate institutions and formulating relevant strategies will be the way forward.

•  Providing exclusivity to individuals will help increase user base.

?

Khan Academy Udemy (closest)

Byju’s App

• Udacity

• CourseEra

• GotIt

• EdX

Points of Parity

▸  Uploading/Downloading content. ▸  Video lectures.

▸  Subject Catagories. ▸  Feedback and rating system.

▸  Promotion Strategies.

Points of Differences

▸  Database of Class Notes.

▸  E-Xerox feature(Sharing notes). ▸  Personalized Mentoring Feature. ▸  Connecting peers of the same institution

through separate discussion forums.

Collaborators

Google Ads for promotion

E-Wallets (PAYTM)

Amazon Kindle Sponsors and ads.

Schools NOTEFY

•  To create a database of notes and audio/video lectures exclusively for the student community.

•  To connect peers of individual institutions to facilitate better information exchange.

•  To allow inter-institution exchange of study materials and facilitate collaborative efforts.

MISSIONS AND VISION

Goals

Financial Goals At the end of 1st fiscal year,

User-Base- 10,000 Monthly costs- Rs 92,000 Monthly revenue- Rs 1,50,000

At the end of 2nd fiscal year,

User-Base- 70,000 Monthly costs- Rs 1,30,000 Monthly revenue- Rs 5,50,000

See Exhibit 1 and 2

Break-Even at Q5.

Rs 22,48,850 That’s a lot of profit

100% Total success!

70,000users And a lot of users

After 2 years

22,48,850 Whoa! That’s a big number for a small startup!

“ Goals without a plan remains a wish.

But…

Place your screenshot here Product Strategy

Create Discussion Page

Upload Notes Record Audio/ Vide Notes

Look for mentors

Portal for Institution

Download notes

My contents

E-copy using QR code

Raise a question

My Credits

Product will be available to only a specific target

segment of students.

This will provide a sense of exclusivity to the users.

Pricing Strategy

Unlimited Access

Personalized Mentoring (mentoring fees applicable as demanded by the mentor)

No discount coupons

No personalized Mentoring

Access to 10 notes/month.

Free E-Xeroxing

At only $6.99 p.m.

E-Xeroxing fees (Standard rates applicable for distributing notes )

No Ads Ads

Discussion Forums and online lectures.

Discussion Forums and online/offline lectures.

Regular discount coupons.

Application of Ad strategies like Native Ads, Targeted Ads w i l l he lp max im i ze ad revenues.

In App Advertisement for the free version.

Branding the App

Incentives For the free version, •  2 extra download for each referral. •  Upload 1, Download 3. •  14-Day free access to premium features. For premium version, •  Discount coupons for personalized mentoring. •  Free e-books in collaboration with Amazon Kindle in the initial phase.

Marketing Communication

•  Direct communication to individual institutions starting with our own university.

•  Through separate campus ambassadors.

•  An active social media presence. (FB page, twitter account etc.)

•  Lucrative offers through emails to regular subscribers.

•  Content Marketing ( Blogs, articles on students, campus life, education etc.)

•  Maintaining a website.

In-App Communication

Distribution Channels

Play Store Apple App Store (later)

Advertisement at the school/college website, magazines etc.

Advertisement

Digital Marketing Channels will primarily include Google, YouTube, Facebook. Targeted marketing with the help of Google’s AdMobs and the likes. AdMobs also help to monetize your app and maximize revenue.

Value Proposition

How do we provide Value ?

Great for last-minute study. A complete

STUDY BUDDY.

A database of notes and lectures to soak knowledge. Will also allow collaborative

efforts.

Personalized Mentoring will help

clearing concepts and allow better information exchange.

A part time income for mentors.

Implementation Strategy

OUR PROCESS Is Defined

Feedback A rating system to ensure quality of notes, lectures and mentors.

Control and Evaluation

Surveys Continuous surveys to improve app as per the changing trends and demands.

Public Relations An active PR team to look into any grievances/queries of the users.

Exhibit 1- Costing

Factors Cost(Rs/month)

Advertisement (Facebook , Admobs, conducting seminars)

10,000

App development and web design 50,000

Server cost 20,000

Initial Investment = Rs 80,000

Exhibit 1 (contd.)

Fixed operating Costs- Rs 50,000/month which increases at 20% every 6 months –Y1 40% every 6 months- Y2

Total costs after 1st Year=Rs 6,60,000 Total costs after 2st Year=Rs 19,90,560

Total Approx. Cost including Investment= Rs 21,00,000(Recurring investments ignored for ease of calculations)

Factors Cost (Rs/month)

Marketing 10,000

Mantainance (Electricity, server)

10,000

Salary(technician ,campus ambassadors, analyst)

30,000

10,000

Total 50,000

Exhibit 2 Assumptions 1.  Conversion rate from free to premium- 5% in the 1st year

and 10% in the 2nd year. 2.  Active free users daily is assumed to be 40% of total

users. 3.  Revenue generated from ads is 2$ per 1000 users daily. 4.  Commission from mentors, revenue from e Xerox neutralize

the discount coupons and hence neglected. 5.  Premium Rate= $6.99

Exhibit 2- Revenue Model Time Period Number of

downloads F r e e users

Active free u s e r s daily(50%)

Approx Revenue from ads (in Rs) 2$=Rs 130)

P r e m i u m Subscribers

Revenue f rom premium users (6.99$=Rs466) (in Rs)

Total Cumulative Income(in Rs)

Quarter 1 500 475 237 237x0.130x90=2800

25 11,650 14,450

Quarter 2 1000 950 475 5,600 50 23,300 43,350

Quarter 3 5000 4750 2375 28,000 250 1,16,000 1,87,350

Quarter 4 10000 9500 4750 56,000 500 2,33,000 4,76,350

Quarter 5 20000 19000 9500 1,12,000 1000 4,66,000 10,54,350

Quarter 6 30000 28500 14250 1,70,000 1500 7,00,000 19,22,350

Quarter 7 50000 47500 14250 2,80,000 2500 11,65,000 23,18,850

Quarter 8 70,000 66500 33250 4,00,000 3500 16,30,000 40,00,000

B r e a k E v e n at Q5

RECAP

•  The App Interface and features. •  Value Propositions. •  Allows better information exchange.

•  Low brand value. •  Established competitors. •  Limited features in the free version.

•  Campaigns like Digital India encouraging technology-driven startups. •  Connecting peers within the campus has not been dealt with yet.

•  Many still prefer offline content. •  E-education still not encouraged by

many. •  Big MNCs and non-profit organizations

starting such initiatives

THANK YOU! Any questions? You can find me at pallabhbhura1997@gmail.com

Disclaimer

▸ This presentation is created by Pallabh Bhura of Jadavpur University during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.

Prof. Sameer Mathur Pallabh Bhura

THANK YOU!