marketing plan for apps (digital queue management system)

1)Introduction

2

Problem

• Legacyqueuing systemisinefficient•Averagewaitingtime=39.47minutes

(Madadi etal.,2013) 3

Productoverview

•Collaborationwithbanks•ForPCandmobiledeviceuser•Queuingdoneremotely•Allowdestinationandrouteplanning•Allowproductivitymeasurement

4

FlowChart

ChooseBank ChooseLocation ChooseService ChooseTime

CurrentNumberConfirmBookingSecondConfirmationNumberTicketGiven5

Vision

Tobetheleaderinmobileintegratedqueuemanagementsystem.

6

Mission

Topartnerwith292branchesof3banks(Maybank,CIMB,PublicBank)withinoneyear.

Toacquire124,830 usersfortheservicewithinoneyear.

7

Objectives

01 Tocreateawareness

02 Toreachmarket

03 Topreparebudgetplan

04 Tomeasuretheoutcome

8

MarketSegmentation

&CompetitorAnalysis

2)

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B2B& B2CTargetMarket

WorkingClassConverttoFastQ AppUser

MalaysianBanksIntegrationofFastQ systemonFrontDeskCustomerServices Branches of premium Bank in Malaysia

974

9

13.9MillionWorking Adult in Malaysia

AppUserMarketSegment

Segment Base Youth YoungWorking Adults SeniorWorkingAdultsDemographic 14– 24

Students,Part-Timers25– 55

Self-employed,Full-Timers,Professional

Above 55Self-employed,Full-Timers,

Professional

Geographic CapitalandRegionalCities

SocialCultural Kids,Studying,TightSchedules

TightSchedules,FreshGradsSingle, Couples,Married

HealthIssues,Single,Couples,Married

Psychographic Techno Savvy,Leisure,FastMoving

Fast-Moving,Convenient Comfort, Convenient

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MarketTrend

BankingIndustryToughcompetition,increasinglyservicedependent

Newandfastgrowing80%populationsmartphoneuserandgrowing

2014=>2016RM97mil=>RM274mil

182% growthin2years

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RM1.8 Bil0.12%forGDPMalaysiayear2015(Wastedproductivityonwaiting)

MobileApp

Competitors GeneralComparison

Form Mobile Applications andComputerSoftware

MobileApplications,SoftwareandHardware

ComputerSoftwareandHardware

Pricing Business From 999/Month* - FromRM20,000*Consumer FreeorOptional Upgrade

forRM4toremoveADsFreetoUse FreetoUse

MobileIntegration YES YES NO

Compatibility Universal Universal Standalone

MobilePlatform WindowsStore,GooglePlayStoreandApple

AppStore

GooglePlay StoreandAppleAppStore

-

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Competitors FeatureComparison

Mobile Booking YES YES NO

TimeEstimation YES YES NO

CustomerFeedback YES YES Limited

Cancelation YES YES NO

Branch Recommendation YES NO NO

RoutePlanning YES NO NO

Security Alert YES NO NO

Advertising Function YES NO NO

ProductivityFunction YES NO NO

13

SWOTAnalysis

Weaknesses-Limitedtosmartphone

users-Internetreliance

Opportunities-Adoptionofinternetandsmartphones-Nomarketleader

14

Threats-Unestablishedbrand-Challengelegacy

system

Strengths-Mobileintegrated

-Improveserviceefficiency-Savetime

PPolitics

EEconomics

SSocial

EEnvironment

TTechnology

LLegal

Focusonregulationofgovernment

MalaysiaGDPisincreasing

Lifestyleofnewgeneration

Developmentofmobiletechnology

Growthrateofmobileapps

users

Bankingregulationact,eg,security.

PESTELAnalysis

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3)MarketingStrategies

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Placement

1. AppsStore• Threemaintypesofstores(iOS,Android&Window)

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Placement2. Websites• Toprovideadditionalchoicesforthecustomer• Tosatisfythedemandofdesktoporlaptopuser• Advantages:

i. Immediacy(availableinstantly)ii. Compatibilityacrossdevicesiii. upgradability(updatedinstantly)

21

Promotion

1. SocialMedia• Advertisethroughsocialmedia• Socialmediagrowthdrastically• Bestwaytoconnectwithpeople

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Promotion2. Blogger•Potentialinfluence tobusiness•Writingreviewtoevaluateservice•Cheapestadvertisement rate

26

Promotion

3. Participateinroadshowandevents• Bringtheserviceneartoconsumers• Enhanceselfexperience• Gaintrustfromconsumer• Improvingtheservicedevelopment

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Promotion

4. DigitalSignage• Digitalscreenadvertisement• Grabsattention• Influencepurchasingdecision

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Promotion5. On-screenadvertisementincinema• Short-clipadvertisement• Implementfirstimpression• Gaininterestfromconsumer

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Penetrationpricingi.Lowpricepositionii.Attractconsumerattentioniii.Supportnewlaunchproductorservice

Psychologicalpricingi.RM999(~1000)ii.Stillconsideredunder1kiii.DifferenceofRM1

Optionalpricingi.Subscriptionincentiveii.Freebiesiii.Generateextrarevenuefromadd-onsservice

Promotionalpricingi.Attractcustomersii.Increasesalesvolume

PricingStrategy

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Basic Plan PremiumPlan

RM999*Subscriptionfeepermonth

RM1299*Subscriptionfeepermonth

FREE500*Tickets

FREE

1500*Tickets

MaxUp

10cent

perticket

MaxUp

5cent

per ticket36

4)FinancialPlan&Projection

37

BusinessModel

SubscriptionsRM999/monthRM1299/month

Ad-freeAppRM4toupgrade

In-appAds*RM10

*AverageeCPM inMalaysia

37

Revenue Expenses

Subscriptions

In-appadvertisement

Ad-freeapp

Appdevelopment

Marketing

Salary(non-developers)

Miscellaneous

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SourcesofFunding

Bootstrapping SeedFunding SeriesFunding Bankloan

Amount RM35K RM250K-RM350K RM800K-RM1mil -

Period 1st month 2nd – 6th month 7th – 12th month -

Channel Personalsaving AngelInvestor,InvestmentFirm Venture CapitalFirm -

40

FinancialTimeline

Testing Scaling

3 12

Phase2Partnershipwith

30%oftotalbranches

months1

Phase3Partnershipwith

70%oftotalbranches

18 24

Phase4Penetrateintoothersectors

40

Phase1

1 3 5 20 30 50 70100

140180

230292

350400

460

530

600

680

0

100

200

300

400

500

600

700

800

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Bran

ches

Month

Numberofpartneredbranches

Phase1 Phase2 Phase3

42

30% 70%

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

RM

Month

PaybackPeriodAnalysis

CulmulativeRevenue CulmulativeExpenses

Breakevenat15th month

At18th month680 partners290,501 appusersRM1,269,624totalprofits

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ScenarioAnalysis

Worst Normal Best

1st ScalingPhaseBanksAcquisition

20% 30% 50%

2nd ScalingPhaseBanksAcquisition

50% 70% 90%

TotalPartneredBanks 474 680 877

TotalAppUsers 208,050 290,501 374,661

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WorstCaseRM555,571

NormalCaseRM1,269,624

BestCaseRM2,757,786

-1,000,000

-500,000

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

RM

Month

PaybackPeriodAnalysis

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5)ControlsandBackup

46

Controls

•Measurethenumberofcustomerusedtheapp• Determinethesatisfactionofcustomertowardstheapp•Measuretheperformanceoftheapp’ssystem

47

ContingencyPlan

• Informationsecurity• Contentfiltering,dataencryption&firewalls• Securitybreach• Systemconfigurationbackup&customerdatabackup

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Conclusion

1. Introducinganewserviceintotheexistingmarketisnotaneasytask.

2. DetailedmarketingplanmustbeconceivedinorderforustosuccessfullylaunchFastQ™ intotheexistingmarket.

3. Continuousreviewandimprovementoftheexistingmarketingplanisnecessary• togainstablefootinginthemarket• toovercomeanypotentialobstaclethatmayemergeinthefuture.

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Thankyou!

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