Marketing plan for Android app

What is Counsellor?

Counsellor is an online counselling and emotional support platform designed to foster mental health. It connects

individuals to experts, who can guide them.

Also they can share their stories and conversate with those, they

resonate with

NUMBERS SPEAK 5% of world population is in

depression.

30% of all suicides worldwide occur in India and China

India has one of the world’s highest rate of suicides among people aged between 15 years and 30 years.

Depressed teenager 12 times more likely to attempt suicide.

Youth also face career related problems

How can Counsellor

help?

Counsellor protects the anonymity of its users.Allows them to take appropriate guidanceLets them share their experience and connect with similar ones

Forum for Expressing emotions

ConsumerSegmentation

Target consumers lie in the age bracket of 18-30.

most prone to be trapped in depression

Constantly under performance pressure

Seeking career advice

1.To have 50000 registered users in 6 months.

2. To have at least 5% users ready to pay for the second session.

3. At least 250 counsellors , with

expertise in different fields.

SWOT Analysis

Strengths•Emotional Connect•Anonymity•Strong social message

Weakness•Intangible product usually has low value•Difficult to overcome stereotypes

Opportunity•Well-defined customer base•Big target market

Threat•Pricing Strategy•Payment system may fail

Consumers

People in age bracket of 18-30Most prone to depressionHighly influenced by peer-groupConstantly under performance

pressureSeeking career advice

CollaboratorsPeer-to-Peer Consultants

Appointed counsellors

Support groups in office

Competitors

Logo

There for YOU.

Free:•The first counselling session will be free till 30 minutes.• Customers can contact peer customers for free.

Premium:• Every session after second session will be charged at $3.99 for 30 minutes •The price for each next 10 minutes will be $0.99

•This price is 40% less than the biggest competitor YourDOST.

• Also it is half of what offline counsellors demand.

•Initially the counselors will be paid 60% of whatever the company earns via the sessions.

• After 6 months of operation, this will reduce to 50%

Incentive

Youth will be targeted by the company and so largely non traditional media will be used• Social media• Sponsorships• Website Ads

Distribution

It will be done only through Android app.

Organisational Structure

This is the core team that administers the entire operations. It heads all other teams and is responsible for the all the growth and progress of the company. It has to set benchmarks, targets and assign work to all other teams

This team takes care of the accounts . It reports to the

administrative team.

They will see the recruitment of the staff and counselers. Also remuneration of the employees

and dispute resolution will be done by them.

Marketing teamThey will manage the targeting and positioning of the product. Also, promotion will be handled by them

This team will design the app . The company logo, advertisements and further design requirements by marketing team will be handled by this.

The following processes will be carried out by the company:-

• Recruitment of the counselers• App development• Short duration training for the counselers• Promotion and Marketing

This presentation was created by Ramji Binnani, SGSITS, Indore during a marketing

internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.