Marketing Plan

StepUpNew Educational Android App

Executive Summary

StepUp works on the concept of Reverse Engineering

Database of a wide array of Industrial & Organizational

Profiles/Roles

Corresponding required skill set is listed with content in

various forms.

Interactions with industrial experts, access to Query zone,

Discussion threads, Referral opportunities etc also provided

in the Premium Version.

This will bridge the vast gap between academics and

Ground zero organizational requirements

Industrial Engineer

APQP

PFMEA

M.O.S.T

Six Sigma

QC Tools

LeanManufacturing

Prototype

Major Skill

Set

Organizational

Profile

Situation Analysis

India has more than 220 million

smartphone users.

World’s second-largest smartphone

market—after China and ahead of the US

Android operating system accounts

for 97% of it.

Unemployment rate of India in Jan’17 :

5.98%

( Urban: 7.65 %,Rural : 5.14%)

Potential of Android Platform in India

Table: Percentage Enrolment in various Programmes in Higher Education 2014-15

Programme Male Female Total

B.A.-Bachelor of Arts 24.60 32.96 28.44

B.Sc.-Bachelor of Science 11.44 12.22 11.80

B.Com.-Bachelor of Commerce 10.96 10.77 10.87

B.Tech.-Bachelor of Technology 8.68 3.78 6.43

B.E.-Bachelor of Engineering 7.61 3.57 5.75

M.A.-Master of Arts 3.27 5.36 4.23

B.A.(Hons)-Bachelor of Arts (Honors) 3.31 4.23 3.73

B.Ed.-Bachelor of Education 1.37 2.85 2.05

M.Sc.-Master of Science 1.33 2.15 1.70

M.B.A.- Master of Business Administration

1.89 1.28 1.61

B.C.A.-Bachelor of Computer Applications

1.53 1.25 1.40

B.Sc.(Hons)-Bachelor of Science (Honors)

1.37 1.25 1.32

B.B.A.-Bachelor of Business Administration

1.28 0.91 1.11

M.Com.-Master of Commerce 0.84 1.33 1.07

L.L.B.-Bachelor of Law or Laws 1.05 0.54 0.82

Others 19.47 15.55 17.67

Table: Level wise Enrollment in Higher Education(2014-15)

LEVEL Male Female Total

Ph.D. 70 48 118

M.Phil. 14 19 33

Post Graduate 1867 1986 3853

Under Graduate 14467 12705 27172

PG Diploma 121 94 215

Diploma 1788 720 2508

Certificate 74 96 170

Integrated 87 55 142

Higher Education Total

18488 15723 34211

Statistics of Indian Higher Education : Target Market Segment

Goals

Level 1 : Max no of

downloads

& likes

Level 2 :

Conversion of Free

users to Premium

Level 3 : Promote

innovations

Level 4 : Revenue

figures

Value Proposition :Product Characteristics

Wide Database of stream wise job profiles.

Corresponding Skill sets at different levels

Detailed content access regarding those skills.

Real life examples, ,personalities, ,query zones,discussion

threads, referral opportunities etc

This will help the students gain info about various skills

required for a particular organizational profile.

Online real time programs will be conducted for better

engagement.

Database of relevant websites , LinkedIn profiles etc

regarding skills and job profiles.

App will also run a Probability meter showing the chances

of a particular person with a certain skill set to reach to his

desired job profile with the help of Data Analysis.

Points of Difference Points of Parity

• Usual Learning Content

• Content can be found on other

platforms like Wikipedia etc

• Doubt clearing forums

• Jobs mapped to skills sets

• Clear view of industrial requirements

• Access to certified content

• Real life case scenarios

• Industrial interactions

• Referral Opportunities and other

incentive schemes

• Unique concept of reverse engineering

• Lack of such apps in market

• Probability meter and community

access in Premium version

Brand Elements

Logo Symbol

Tagline

Redefining learning…

Pricing

Since the App caters to mainly College students,

Prices are kept as moderate as possible.

Free version will enlist the major skills for a job

profile along with limited access to learning

content

Premium version will give detailed skill sets,

detailed course content on all skills, real life

examples, industrial interactions, Probability

meter, community access, URLs of specific

LinkedIn profiles etc at a price of $4.99

Communication & Distribution

Advertising

Sales Promotions

Events & Experiences in Colleges

Public Relations & Publicity

Online & Social Media marketing

Mobile Marketing

Direct & Database Marketing

Performance Evaluation

Downloads on Play Store

Customers Ratings & Feedback

Premium Users

DISCLAIMER

Created by Shivam Agarwal ,KNIT Sultanpur during a Marketing

Internship under Dr Sameer Mathur, IIM Lucknow.