Client Name

Go-to-Market Strategy
for
App Name

Presented by
XYZ
ABC
DEF

Consultancy@SIMSR
K J Somaiya Institute of Management Studies and Research
 Go-to-Market Strategy for App Name | Client Name

CONTENTS
1 Introduction ..................................................................................................................................... 3
2 About Client name & App Name ..................................................................................................... 3
3 Industry Analysis ............................................................................................................................. 3
3.1 Proximity Based Apps ............................................................................................................... 4
4 Primary Research ............................................................................................................................. 5
4.1 Dating, Love and Casual Sex ..................................................................................................... 5
4.2 Professional Networking .......................................................................................................... 6
4.3 Excitement ............................................................................................................................... 6
4.4 To find Like Minded People ...................................................................................................... 6
4.5 Ease of Communication............................................................................................................ 6
4.6 To find a companion (Partner for carpools etc.) ........................................................................ 6
4.7 Validation and Self worth ......................................................................................................... 6
5 Primary Research for Business Purposes .......................................................................................... 7
6 Key Value Propositions for App Name – The Proximity Feature ..................................................... 7
7 Situation Analysis (5C Analysis) ........................................................................................................ 8
7.1 Customers................................................................................................................................ 8
7.2 Company.................................................................................................................................. 8
7.3 Competitors ............................................................................................................................. 9
7.4 Context .................................................................................................................................... 9
7.5 Collaborator ............................................................................................................................. 9
8 4P Analysis...................................................................................................................................... 9
8.1 Product – What do we offer ..................................................................................................... 9
8.1.1 Features for Vendors ........................................................................................................ 9
8.1.2 Features for Individual Users: ......................................................................................... 10
8.2 Pricing .................................................................................................................................... 10
8.3 Place ...................................................................................................................................... 10
8.3.1 Preferred Cities to Launch .............................................................................................. 10
8.4 Promotion .............................................................................................................................. 11
9 Segmentation, Targeting, Positioning & Differentiation (STPD) .................................................... 11
9.1 Segmentation......................................................................................................................... 11
9.1.1 Geographic Segmentation .............................................................................................. 11

A Report by Consultancy@SIMSR 1
 Go-to-Market Strategy for App Name | Client Name

9.1.2 Behavioral Segmentation................................................................................................ 11

9.1.3 Demographic Segmentation ........................................................................................... 11
9.2 Targeting................................................................................................................................ 11
9.3 Positioning ............................................................................................................................. 11
10 SWOT Analysis ......................................................................................................................... 12
11 Learnings from Key Competitors ............................................................................................... 12
11.1 How to overcome the above Challenges................................................................................. 13
12 Another Business Opportunity ................................................................................................... 13
13 Marketing Strategies .................................................................................................................. 14
13.1 ATL Campaigns ....................................................................................................................... 14
13.2 BTL Campaigns ....................................................................................................................... 14
13.3 Digital Marketing.................................................................................................................... 14
13.3.1 Add-on ........................................................................................................................... 15
14 Budgets...................................................................................................................................... 15
14.1 ATL Marketing Activities ......................................................................................................... 15
14.2 BTL Marketing Activities ......................................................................................................... 16
14.3 Digital Marketing Budgets ...................................................................................................... 17
15 Revenue Sources ........................................................................................................................ 17
16 Conclusion................................................................................................................................. 17

A Report by Consultancy@SIMSR 2
 Go-to-Market Strategy for App Name | Client Name

1 INTRODUCTION
A social network, “consists of nodes and links connecting the nodes, where the nodes represent
individuals or organizations, and the links represent varying degrees of social relations and
interactions between these individuals or organizations. It is therefore a sociological term, even
though it is used as shorthand for ‘social networking services’. A social networking service is an
Internet service the primary purpose of which is to facilitate building and maintaining a social
network.
The purpose of this report is to provide a detailed analysis of App Name including
 The additional features the app can have,
 Target Group
 Competitor and GAP Analysis
 Go-to-Market Strategies

2 ABOUT CLIENT NAME & APP NAME

Client is a startup based out in XYZ City, one of the top 10 vibrant startup ecosystem of India.
Client, is aiming to enter into diverse business segments with an objective to solve small
problems that have huge business potential.
App Name, the dream of Client, is an another feather in the social networking world with a
differentiation that enables and lays special focus on proximity based networking. App Name has
the potential to bring a personalized daily dose of inspiring people to meet, and connect with on daily
basis. It can give the opportunity to grow as a professional and as an individual, right at the fingertips of
user.

3 INDUSTRY ANALYSIS
As defined by IDC (Interactive Data Corporation),a social network is “a commercial software, often
delivered as a service, to create and maintain social networks. Functionality typically includes
configurable member management, participant profiles, profile linking, and communication tools that
can vary from online discussion threads and blogs to unified communication services that enable email,
chat, video and voice interaction.”

Overview of various social media platforms and their key competencies

Social Network No. of Users Key Competency

Facebook 2 Billion + Connect with the world
Whatsapp 1 Billion + (2016) Instant Messaging
Facebook Messenger 1.2 Billion Instant Messaging which is a
part of Facebook
LinkedIn 500 Million Professional Social Network

A Report by Consultancy@SIMSR 3
 Go-to-Market Strategy for App Name | Client Name

Google + 100 Million Integration with all other

Google Services
Twitter 320 Million
Instagram 375 Million Photo and Video Sharing
network
Pintrest 175 Million Allows photo sharing from
other sites
Snapchat 150 million Multimedia messaging network
Quora 200 million Question and Answer Social
Network
Wechat 1 Billon rich functionality from chatting
to shopping with users even
buying homes on the app
Myspace 75 Million Myspace is a social networking
website offering an interactive,
user-submitted network of
friends, personal profiles, blogs,
groups, photos, music, and
videos.
Meetme 80 Million MeetMe focuses on helping
users discover new people to
chat with on mobile devices.
Approximately 90 percent of
MeetMe's traffic comes from
mobile
Meetup Meetup has 8 million members Meetup is an online social
in 100 countries, 65,000+ networking service, intended
Organizers, 80,000+ Meetup for people to organize and/or
Groups, and 50,000 Meetups join group meetings in real life
are scheduled each week

3.1 PROXIMITY BASED APPS

We define “proximity-based social networking applications” as those that use geo-proximity as the
primary filter in determining who is discoverable on the social network. This includes location-based
social networks such as Foursquare, which simply broadcast a user’s location to existing friends. By
enabling users to meet new people and interact with them and their locally relevant content, proximity
based social networking applications are far more engaging. This experience will drive user adoption,
and it presents multiple opportunities for advertisers to interact with potential clients in innovative
ways. Brands that can interject themselves into the experience will see valuable returns.

In the future, proximity social networks will manage and define the social and technical processes that
dictate connectivity and interaction among mobile users in the same location. Discoverability and
privacy are at the core of these protocols, and vendors are approaching these mechanisms differently.
Getting it right will be paramount to determining which vendors survive and which fail. Vendors must
overcome some difficulties in order to attract a critical mass of users to create a compelling experience.

A Report by Consultancy@SIMSR 4
 Go-to-Market Strategy for App Name | Client Name

4 PRIMARY RESEARCH
A deep primary research was conducted to understand how the app and it’s features can be presented
based on understanding the requirements of potential users among the TG. We collected responses
from 266 current users of any social networking apps (apart from that of FB, LinkedIn, Twitter, and
Instagram) between the ages of 18 and 30.

The findings suggest that people use social networking apps for

 Dating, Love and Casual Sex

 Professional Networking
 Excitement
 To find likeminded people
 Ease of Communication (for new people in a specific city to find people of same region)
 To find a companion (Partner for a sport, trek, carpools etc.)
 Validation and Self Worth

4.1 DATING, LOVE AND CASUAL SEX

In this study male users indicated that they used social media apps more for casual sex than female
users.

However, we found that using these apps to find love outweighed the motivation to use it for casual sex.
Some respondents even reported that the leads from such apps leads to casual sex, with 18 percent
reporting a one-night stand.

A Report by Consultancy@SIMSR 5
 Go-to-Market Strategy for App Name | Client Name

Research also indicated that, due to flooding of dating apps, people try to stick with old players as they
have high number of users and any new entrant will take a sufficient amount of time to grow their user
base.

4.2 PROFESSIONAL NETWORKING

This is the second and most obvious category for which people use social media. As per the study, social
media is the best platform to get in touch with the person who can provide referrals in desired
organisations. But this market is already dominated by Linkedin and Facebook Groups, but a planned
approach can yield many other benefits.

4.3 EXCITEMENT
Males were more likely than females to report that they use social media apps for excitement. This
difference is again consistent with the evolutionary psychology explanation. Another shocking revelation
through this was that they use such apps as anonymous users to stock their love crushes and people
they like.

4.4 TO FIND LIKE MINDED PEOPLE

After the outbreak of Quora, youth is also looking for people with similar mindset, likes and interests.

This is where meetup and other apps has acquired the space by connecting people for various causes
such as Book Lovers Meetup, Trekking Meetup, Cycling Meetup etc.

4.5 EASE OF COMMUNICATION

With the increase in mobilization of youth for Job or Education, people from specified parts of country
are looking for other people from their regions. For instance when a Kerala person gets relocated in
Jaipur, they are looking for other youths from Kerala whom they can spend quality time with.

4.6 TO FIND A COMPANION (PARTNER FOR CARPOOLS ETC.)

With the increase in fuel prices and traffic, more and more people are getting inclined towards car-pool
and bike/two wheeler companions. But this thing is more focused towards people working in same
organisations or commercial complexes.

4.7 VALIDATION AND SELF WORTH

It is likely that receiving the notification of a match on apps like Tinder indicating that someone "likes"
you, or finds you attractive, would enhance feelings of validation or self-worth. Indeed, participants in
this study indicated that they use such apps to receive positive feedback on their appearance and
improve their self-esteem.

A Report by Consultancy@SIMSR 6
 Go-to-Market Strategy for App Name | Client Name

5 PRIMARY RESEARCH FOR BUSINESS PURPOSES

To understand the business prospects of this app, we conducted another survey to understand which
type of businesses can be best suited for the features available in the app. Based on the survey
conducted over 20 diverse segments of proximity based businesses, the list goes as:

 Restaurants, Bars and Pubs

 Beauty and Hair Saloons
 Departmental Stores (Reliance Fresh, VMart, Big Bazzar)
 Service Based Startups (Plumber, Carpenter Services, Bike and Car Servicing etc.)
 Brand Outlets in malls

6 KEY VALUE PROPOSITIONS FOR APP NAME – THE

PROXIMITY FEATURE
In this Digital age, technology hubs from Silicon Valley to Bangalore work hard at devising media
platforms that can boost connectivity between the people.

After the success of Tinder, many startups have ventured into creating platforms that can create social
network for various reasons - friendship, dating, professional networking, etc.

Many proximity based apps have not been that successful in the past, because of one reason: they grow
their user base to a bigger region without actually increasing density in one area first.

So, what we suggest as of now, is to grow the user base in 1 or 2 cities/region, as this app needs high
user density in a single location, not a large number of scattered users.

Another aspect of proximity based app is that, many of the proximity based app claim to be one, but
aren’t. Proximity means within your own building or block, or a few kilometers at the most. Many apps
just pointlessly display everyone within fifty kilometers or don’t even have a radius limit.

The Case of ‘Shapr’ - Shapr is a personalized, mindful way of networking. Based on your interests and
experience, we provide a daily dose of inspiring, like-minded people to meet nearby in your area.
Whether you’re seeking friends or employees, each swipe is a new opportunity and a new discovery.

Shapr got featured in Forbes, Product Hunt, Techcrunch, Inc, Venture Beat & Fast Company. Shapr
focused on 4 major objectives of – Inspire, Personalize, Swipe and Network.

The major feature of this app is the strong algorithmic approach through which they connect light
minded people.

After its launch in Inida (Mumbai), people complained that even after selecting Proximity Mode On, they
were able to see people from Sri Lanka and Bangladesh. When we dig into this, we found out that they
had an algorithm flaw that extended the proximity limit, if it is unavailable to find people with similar
interests.

For this app, we suggest that, the proximity limit should be user as it is done by Tinder.

A Report by Consultancy@SIMSR 7
 Go-to-Market Strategy for App Name | Client Name

Features that could be included for proximity:

This app can have two types of proximity features:

 Relevant Profiles (This shall be powered by algorithms)

On the basis of triggered interests, location and professional experience, algorithm will give
suggestions to connect with people. This will be powered by strong algorithm. However, there
can be a limit on number of profile connections a user can view.
 Mutual Interests
Swipe anonymously and get notified of a match when the interest is mutual. In this feature user
can even go anonymously.

7 SITUATION ANALYSIS (5C ANALYSIS)

5C Analysis is one of the most popular and useful frameworks in understanding internal and external
environments.

7.1 CUSTOMERS
As discussed in previous sections of this report, there is a big untapped market where this app can fit in,
provided it is able to distinguish itself from rest of the players. Be it the feature of proximity or the
feature that connects like minded people or it’s unique capability to solve the specific markting needs of
small business owners, this app has a lot to offer to it’s customers.

7.2 COMPANY
The company analysis studies an organization’s vision, strategies, capabilities, product line, technology,
culture, and objectives. It is useful in understanding the existing and potential problems with the
company’s business.

As a startup, Client E-Services has the vision to act as a catalyst with an objective to connect people with
each other in this shrinking but expanding world.

With an in-house development team, it is not difficult for Client E-Services to make changes in the app
as per demand and requirements of public.

A Report by Consultancy@SIMSR 8
 Go-to-Market Strategy for App Name | Client Name

7.3 COMPETITORS
Refer Section 3 for detailed description on various competitors among the different categories and
specific uses.

7.4 CONTEXT
The proposed app can be used in the current environment as today the youth and their needs are
vibrant and there is a need of a player that can meet the requirements. With the flood of users on
Facebook and the cyclone of advertisements, the personal space is lost and there is a need of an app
that can provide all the requirements under one roof.

SWOT Analysis under Section 10 further enhances the context of the app.

7.5 COLLABORATOR
 Internal Development Team
 Business Users who will signup

8 4P ANALYSIS

8.1 PRODUCT – WHAT DO WE OFFER

The main objective of App Name is to connect you to people with interests similar as yours. It helps you
look for people with a particular interest within a certain proximity.

8.1.1 Features for Vendors

 The app shall allow users to create the profile of their business including its address and contact
number and get listed to help it reach the people who are within the close proximity, but are
unaware of the existence of business.
 It shall allow them to post pictures of the various products they have to offer, to give a better
idea to the customer about their offerings.
 Vendors can take benefit out of interest-focused group of customers pertaining to their business
offerings. For example, Restaurants can reap benefit out of groups made by food lovers and
bloggers.
 The app shall allow them to post push notification such as discounts, new additions to the product
portfolio, events etc. to the people near them, mainly beneficial to attract customers in lean hours
of the business.
 It shall also allow the customers to follow their business and you to follow their customers to
ensure a two way close contact.
 It shall allow customers to like, comment and review on product offerings. This is to ensure that
the business is always in touch with the customers and is aware of their preferences and
complaints

A Report by Consultancy@SIMSR 9
 Go-to-Market Strategy for App Name | Client Name

8.1.2 Features for Individual Users:

 Individuals who have registered on this app can look for, send request, and interact with anybody
of similar interests who has also registered on this app anywhere in the world by looking at their
profiles.
 The communication between two individuals will be possible only after both have shown interest
to do so. This is to ensure privacy of those individuals.
 They can also initiate and create, or join already created groups based on the topics of their
interests.
 Individuals are allowed to follow businesses of their choice and located in their proximity to be
able to receive push notifications related to offers and discounts and other relevant information.
 At any point in time, individuals can look at all the posts that the people or businesses in his/her
proximity have posted.
 The app allows the individual to explore various businesses, people, and group located in his/her
proximity.
 The app keeps a record of various events that the individual intends to attend.
 It also allows the individual to review, comment and like the posts made by other individuals,
interest groups and businesses.

8.2 PRICING
Pricing feature will be applicable for the individual users who want to list their business (es)

 Anybody who wants to get his or her business listed on this app will not have to pay a minute
registration amount for listing their business (es).
 Post that, if the owner wishes to send any push notification to people in his proximity/preferred
location, they will be charged a certain amount per advertisement.
 The vendor can also subscribe to monthly and yearly packs in case they wish to post
advertisements regularly.

8.3 PLACE
8.3.1 Preferred Cities to Launch
Though the aim of app is to be a global player, but a small Tier 2 City with vibrant youth environment
can be a perfect place for a launch.

As Jaipur, is also the base of the company, this can be a perfect place to launch the app highlighting the
unique features and the USP.

Next can be Pune followed by New Delhi, Mumbai and Bengaluru. Parallel launches can be done in
Ahmedabad and Chandigarh depending upon the events and timings.

A Report by Consultancy@SIMSR 10
 Go-to-Market Strategy for App Name | Client Name

8.4 PROMOTION
Various measures of Promotion and Marketing is well elaborated under Section 14.

9 SEGMENTATION, TARGETING, POSITIONING &

DIFFERENTIATION (STPD)

9.1 SEGMENTATION
9.1.1 Geographic Segmentation
 Primarily India with pilot start in Jaipur, Delhi and Mumbai
 Global Outreach Desired

9.1.2 Behavioral Segmentation

 People who want to connect with each other from proximity
 People who want to meet/interact with similar interests and hobbies
 People who want to socialize in better manner with people in their proximity

9.1.3 Demographic Segmentation

 Age Group: 16 – 30.
 Gender: Male, Female
 Occupation: College Students & Young Professionals
 People who want to connect with each other from proximity
 People who want to meet/interact with similar interests and hobbies

9.2 TARGETING
The app shall target the youth (as specified in Segmentation) with a desire to connect with different
people on the basis of proximity, location and like mindedness.

The app shall also target the users who fall in one of the 6 categories identified through primary
research as explained under Section 4 and 5.

9.3 POSITIONING
We have to position ourselves as a trustworthy app that can fulfill all the social needs of today’s youth.

The business of social networking for other than global players is still a challenge in Indian market. To
become a trusted player here we need to to offer a robust profile verification system to remove fake
profiles or imposters.

 Addition of feature like Trust Score can be an added advantage and will help us to position
ouself. Only members with 50% or higher Trust Score (a proprietary tool) can get a match or
initiate contact online.

A Report by Consultancy@SIMSR 11
 Go-to-Market Strategy for App Name | Client Name

 The app UI should be simple and this is where we have to work upon. The Beta Version of app
had a bit complex UI which made it bit difficult for the team to understand. Also, similar resullts
were obtained when we showed the app to TG during Primary Research

10 SWOT ANALYSIS

11 LEARNINGS FROM KEY COMPETITORS

This app has various features including proximity networking to business advertising and from social
networking to meetup, so we did a competitor analysis to understand the knowhow of major
challenges. The major challenges are

 Social Stigma as psychological barrier.

A Report by Consultancy@SIMSR 12
 Go-to-Market Strategy for App Name | Client Name

 Geographical Location – If there are less number of users in their proximity, it was a challenge to
tackle the users from such region.

11.1 HOW TO OVERCOME THE ABOVE CHALLENGES

To overcome the major challenges, two most important attributes the app should have is:

 Strong Verification of Accounts, Deactivation of Account on Report of Misbehavior and Social

Abuses
 Features to connect and collaborate with other social networking apps so that user can suggest
the app via other platforms by auto selection of people from proximity.

12 ANOTHER BUSINESS OPPORTUNITY

The below case description suggests, a yet another problem that can be solved with an addition of a
small feature in the proposed app….

Gone are the days when the newspaper advertisements were that one place where people could collect
information regarding anything and everything from college applications, job vacancies, rental
houses/shops etc., there are loads of information shared via newspapers and one has to scour through
significantly large proportions of information to extract the required data. Today we live in a society
where the means of advertisement has progressed from print media to digital and social media. Mailers,
messages, Facebook posts, pings, tweets and what not, yet we still get bogged down by the umpteen
number of promotion mails, messages, posts and feeds of which most of the data will be irrelevant to
us.

However, the challenge lies in tweaking the most critical information at the right time such that it can
add value to us. This is important mainly because a reader normally invests a lot of time in identifying
the key information while concurrently there is a high probability that a reader might overlook some
vital information.

Let us consider an example here. A college wants to update its students and faculty with some value
adds. The college will display the same information on the notice board inside the premise. The college
will also send mails and at times update the students and faculty through messages. Some of these
might not be relevant to a certain group. There are a couple of glitches to be noted in this process, these
are:

 Firstly, the college/institute is wasting a lot of resources to pass the information to irrelevant
people
 From the student’s perspective, they tend to shell out of a lot of valuable time just to go through
something trivial
 On the contrary, students who were supposed to be aware of this might overlook this piece of
information

Imagine if we can have a feature in app that could help us simplify the entire process of acquiring
real-time information and transmitting it to the right avenue. If we want to focus on this avenue, we

A Report by Consultancy@SIMSR 13
 Go-to-Market Strategy for App Name | Client Name

will require to work upon the techniques on how the offline data can be collected in a real-time
basis from places like universities, malls, local stores and government organizations.

13 MARKETING STRATEGIES

13.1 ATL CAMPAIGNS

 FM Advertisement and Radio Jingles
 Advertisements in Metro and Metro Stations.

13.2 BTL CAMPAIGNS

 Sponsoring events at colleges with an incentive to setup hoardings, selfie booths, posters,
number of downloads and registration
 Conducting special events at premium campuses like – Kill, Marry, Date, what’s on your mind?,
#selfie campaign (can add a social aspect like pose a selfie to stop crime against women), App
Name presents box cricket, etc.
 Distribution of tea cups at college canteens and mess (with App Name logo)
 College specific T-shirts (can sponsor any committee T-shirts with App Name logo)
 Design a campus ambassador program – Identify Influencer and then target audience via small
assignments like increasing number of downloads (Target based approach). For the purpose of
goodwill building the campus ambassador can also oversee formation of college specific interest
groups like book reading clubs, badminton, movie club, running club, gym club, and
photography club. For Ex: App Name SIMSR Book reading club
 Organizing Trekking events and other such outdoor activities
 Organize special events like ladies special nights at local pubs and bars, setting up theme based
selfie booths at movie theatres, pubs, bars
 Target particular club members at sports complex
 Setup kiosk and gaming events on weekends in malls
 Tie up with good cafes and restaurants and suggest the same to users who are planning to meet
nearby. Commission based on bill amount can generate revenue. Also client can ask users to
upload bill on the app to get future discounts

13.3 DIGITAL MARKETING

 Facebook
 Introduction of app and it’s salient features
 Creating a caricature which shows various arenas where a user can use this app
for instance, Dating, Growing Professional network, finding people with similar
interest in nearby areas, finding a partner for carpool etc.

A Report by Consultancy@SIMSR 14
 Go-to-Market Strategy for App Name | Client Name

 Informational posts about various associations with businesses, restaurants and

any third party association
 Instagram
 Similar campaigns on Instagram with popular hashtags
 Posting of conversation type advertisements on Instagram account. Also manage
Twitter account and create brand awareness via good content marketing like running #
campaigns, posting # facts keeping in mind the interests of young population
 Twitter: Regular tweets including viral content
 Organic Marketing
 Organic marketing through various digital modes such as blogs, third party links,
directory listings in specific cities.
 Aggressive Marketing in the college campuses where the offline campaigns are being
run
 Influencer Marketing- Identify social influencers like the persons who has won awards, has
many followers on social media platforms, bloggers, campus VIP’s, etc.
 PPC Campaigns and other focused group social media campaigns could be run in specific cities
after a little buzz is created.
 YouTube - Creating short 5 seconds advertisement (free ads) to post on YouTube.
 Launch App Name channel on YouTube and post all the videos related to activities undertaken
at malls, colleges, pubs, bars, sports complex
 E-Marketing: Some innovative strategies can be adopted to best suite the Indian mindset, into
the consideration. A simple link in the application that wil redirect the end user to a log where
other users post their stories and other forms of media. We can use Search Engine Marketing
technique to optimize the search results when people use keywords like dating, professional
network, nearby complexes, communities, youth clubs etc. Through this we can also redirect
photos from their Instagram, Facebook accounts to our blog.

13.3.1 Add-on
 New Releases List - Getting this app to feature in the new releases list of prominent blogs will
help to bring awareness in people and give more insights to people about the app.
 Keywords - Keywords are the main area of control for discovery. “Super Keywords” which are
any words in your app's title, and now in the titles your give to your in-app purchases. These
keywords have the most weight.

14 BUDGETS

14.1 ATL MARKETING ACTIVITIES

Advertisement Price per Recomme

BTL category Type event (INR) Optimization ndation

A Report by Consultancy@SIMSR 15
 Go-to-Market Strategy for App Name | Client Name

Depends upon respective

18,000 – Metro Organisations and
Metro 20,000 Govt. Policies. To be done at
Advertisements Others /month Maturity stage of the app. Medium
1500 for a 20
seconds ad
(*5) with
special
customizable To be done after gaining some
FM Advertisements Others packages trusted users Medium

14.2 BTL MARKETING ACTIVITIES

Sponsorship Price per Recomme

BTL category type event (INR) Optimization ndation
College events Partner with cafes, clothing
(committee events, brands and provide discount
selfie booths) Co-Sponsor 5000 coupons High
Partner with Cafes, Clothing
Brands and provide discount
coupons. High weightage to
this point as these games will
Campus games (box target small groups &
cricket, Kill Marry Title & Co individual potential customers
date, other fun quiz) Sponsor 2000 for App High
Marketing Live Projects with
target to increase no. of
downloads, distribute T shirts
to members of program
Certificate to (maximum 6), promote by
Campus Ambassador campus 2000 – providing Tea Cups in canteen
Program ambassador 5000/Campus and mess High
Cost to be borne by students
only. Accountability of client
lies only up to designing
Only Ad hoc banner and announcing trek
Trekking event None Costs event i.e. only initiate event High
Minimum 2 weekends
(approximate pricing scaled
with respect to prices in Tier 1
Cities) Optimization can be
achieved by partnering with
Malls (selfie booth, inside mall restaurants, pubs
gaming events) Title 15-20,000 and lounges Low

A Report by Consultancy@SIMSR 16
 Go-to-Market Strategy for App Name | Client Name

Can partner with any Lounge

and Pubs with an incentive to
provide suggesstion to the
Pubs (ladies special clients to meet at the partners
nights, theme based lounge for Coffee, Dinner or
selfie booths) Title Open Point drinks Low

14.3 DIGITAL MARKETING BUDGETS

Recommendat
BTL category Price per event (INR) Optimization ion
30,000 – 50,000 /month
including the cost of Can be outsourced to a Digital
Organic and professionals and Agency in case we do not have in-
Paid Digital FB/Linkedin/Twitter etc house team for starting. Freelancers
Marketing charges are yet another feasible option High

Youtube
Channel and
Influencer To be done after gaining some
Marketing 10,000 (rough estimation) trusted users Medium

15 REVENUE SOURCES
Revenue sources as of now can be:

 Business Users
 Google Display Networks
 Third Party Sponsors and other startups who want to promote their business. For instance, a
service based startup (Plumber, Carpenter Services, Bike and Car Servicing etc.) can also avial
the app services to promote their business.

16 CONCLUSION
After studying the market and carrying out the analysis, it was observed that the market for a
Social Media Networking app is well receptive however due to presence of too many players, the
market is saturated and a vibrant and aggressive marketing will be needed.

A Report by Consultancy@SIMSR 17