3. Executive Decision
• Brief overview of the situation:
In the modern days of corporate world, heath and fitness is often overlooked
by the young generation. The older generations are too reluctant to hire a
personal trainer or fitness guide. So an app which will cater to the needs of a
wide demographic aiming to improve the lifestyle of all its users.
Company’s Product
So an all in one Android app- which takes care of your daily nutrition and
overall fitness. With just one click you’ll be able to achieve the good health
you desire and need.

4. Proposed Course of action
•First course of action is mainly app publicity in
social media sites, so that after 6-8 months we
get a revenue of $4000 per month, After the first
phase of 6 months appropriate
recommendations will be made in the app from
the big data collection in this time period and a
bigger campaign will be launched after that.

6. Company Overview
•Our Company’s first product “ HealthGuru”.
•Instant Workout sessions and personalized health
advice including Physiological and psychological help

7. Some Statistics Regarding the Android Market

9. Company’s Name No. Of Subscribers
MyFitnessPal 1,606,561
Google Fit 223,586
Lose It! Calorie Counter 60,514
HealthifyMe 25,000

11. GOALS

12. The First goal is to get 40,000 subscribers
within 6 to 8 months with a conversion rate
of (2-5)% i.e. from free to paid users, our
company’s ideal goal is to slowly target and
covert sizeable percentage of the 1.6 billion
android users, so that almost everyone gets a
free treatment at least.

13. For earning revenue from the free version of the app,
AdMob will be used. AdMob will generate $1 per 1000
“ad impressions” and $0.25 per “clicks”.
If per free user is exposed to 10 ad impressions then its
expected to get a revenue of $456.5 from free users
and $3455 from paid users (paying a minimum of
$5.99) per month after 6-8 months.

15. Target Market – 1.6 billion android Users
Customers- People who are health conscious, price sensitive and
busy but are extremely concerned about physical and mental well
being and also want to monitor their daily nutrition.
Collaborators: Dieticians, Gym trainers panel of doctors (
both general and specialized including psychiatrists.
Context: People are extremely busy nowadays. With bad eating habits accompanied with
irregular working hours rarely they are able to find time for gyms or personal trainers. They
also neglect their nutrition hence causing problems such as obesity, hypertension Hence one
app that provides a quick assistance for all such problems.

16. Value Offering : Any subscriber can select their target. Such as :
Physical fitness, weight loss, weight gain, Nutrition monitor, Calories
calculator or Medical assistance. Medical assistance will further be
divided into 3 categories : 1) General Physician 2) Specialist 3)
Psychological
Collaborator Value : They will
be earning $1.50 per member
assisted.

17. Tactics

18. Free Version : The product will have a free
version which will include basics fitness routines,
nutrition chart weight loss tips and access to
general physician. They will also be able to
measure the calories gained with several food
items of all cuisines throughout the globe. Daily
reminders for water intake.

19. Personal Gym trainer
guiding towards your
individual goals of weight
loss/ weight gain.
Video Chat monitoring
and tutorials.
ON rent equipment's
delivery in all major
metro cities
Ads free Experience
Calories burning
calculator modified
version. Each small
activity such as walking
climbing stairs or various
sports will be integrated
within the app thus
calculating calories burnt.
Paid Version

20. Apart from general
physician, Specialist
doctors from top
hospitals available with
prior online
appointments.
Quick first aid tips and
discounts for app based
prescriptions in nearby
chemists
Psychiatrists for
mental fitness and
individual therapy
sessions.
Personalized nutrition
and diet chart
generator.

23. Communication Strategies
• Participating in App Awards such as Appy awards , best app ever and
app circus competition.
• This is a recommended channel because if the app wins it will get a
lot of media attention and even feature on various news shows which
display the most trendy apps.
• Through Social media platforms such as twitter, Facebook, Instagram
and Snapchat. Collaborations with local gyms will also help in
promoting this app amongst the users.
• Social media influencers will be asked to share the link and for every
100 downloads they will receive a certain amount.

25. • Product will be distributed through google play :
• There are other app stores such as : GetJar , SlideMe, Appslib
etc.
• Distribution will also be done by fellow collaborators and the
Software will be installed in their personal laptops and
desktops with security Measures.

27. Infrastructure ,Process, Schedule

28. Infrastructure
• Success of the product will depend upon the app developers
who will enhance user experience and add new features.
App developers will also need to update the app database as
to include more effective ways of giving health benefits
incorporating modern technologies.
• They would need to regularly update their software
according to upcoming android versions
• They collaborators need to be briefed at regular intervals to
maintain customer satisfaction and obtain feedback.

31. Final Prototype
15 March 2017
Final prototype of App
reviewed by technical team
Pilot – 100 users
5 June 2017
Ship out to critics, test users,
developers, doctors and Gym
collaborators
Pre Pilot Ends
21 April 2017
Fixing App issues from collected data
Pilot Ends
20 July 2017
Feedback – Final Improvements
Pre Pilot – 10 users
21 March 2017
10 products for experts
Feedback-Major flaw identification
Market Repositioning
PROGRESS TIMELINE
Application Launch on various stores
August 2017
Approach New collaborators to increase
base and focus on expanding to more
metro cities.

32. Created by Bharat
Maniam, VIT
Vellore, during a
marketing
Internship under
Prof. Sameer
Mathur, IIM-
Lucknow