Marketing plan for our app called Fast Q. It's our MBA project for Marketing Management. Includes product overview, market segmentation, research, competitor analysis, marketing strategy, business model, budgeting, backup plan.

1. 1) Introduction
2

2. Problem
•Legacy queuing system is inefficient
•Average waiting time = 39.47 minutes
(Madadi et al., 2013) 3

3. Product overview
•Collaboration with banks
•For PC and mobile device user
•Queuing done remotely
•Allow destination and route planning
•Allow productivity measurement
4

4. Flow Chart
Choose Bank Choose Location Choose Service Choose Time
Current Number Confirm BookingSecond ConfirmationNumber Ticket Given
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5. Vision
To be the leader in mobile
integrated queue management
system.
6

6. Mission
To partner with 292 branches of 3 banks
(Maybank, CIMB, Public Bank) within one year.
To acquire 124,830 users for the service within
one year.
7

7. Objectives
01 To create awareness
02 To reach market
03 To prepare budget plan
04 To measure the outcome
8

8. Market
Segmentation
&
Competitor
Analysis
2)
9

9. B2B & B2C
Target Market
Working Class
Convert to FastQ App User
Malaysian Banks
Integration of FastQ system on
Front Desk Customer Services Branches of premium Bank in Malaysia
974
9
13.9 MillionWorkingAdult in Malaysia

10. App User
Market
Segment
Segment Base Youth Young Working Adults Senior Working Adults
Demographic 14 – 24
Students, Part-Timers
25 – 55
Self-employed, Full-Timers,
Professional
Above 55
Self-employed, Full-Timers,
Professional
Geographic Capital and Regional Cities
Social Cultural Kids, Studying, Tight
Schedules
Tight Schedules, Fresh Grads
Single, Couples, Married
Health Issues,
Single, Couples, Married
Psychographic Techno Savvy, Leisure, Fast
Moving
Fast-Moving, Convenient Comfort, Convenient
11

11. Market Trend
Banking Industry
Tough competition, increasingly
service dependent
New and fast growing
80% population smartphone user
and growing
2014 => 2016
RM97mil => RM274 mil
182% growth in 2 years
11
RM1.8 Bil
0.12% for GDP Malaysia year 2015
(Wasted productivity on waiting)
Mobile App

12. Competitors General Comparison
Form Mobile Applications and
Computer Software
Mobile Applications, Software
and Hardware
Computer Software and
Hardware
Pricing Business From 999/Month* - From RM20,000*
Consumer Free or Optional Upgrade
for RM 4 to remove ADs
Free to Use Free to Use
Mobile Integration YES YES NO
Compatibility Universal Universal Standalone
Mobile Platform Windows Store, Google
Play Store and Apple
AppStore
Google Play Store and Apple
AppStore
-
12

13. Competitors Feature Comparison
Mobile Booking YES YES NO
Time Estimation YES YES NO
Customer Feedback YES YES Limited
Cancelation YES YES NO
Branch Recommendation YES NO NO
Route Planning YES NO NO
Security Alert YES NO NO
Advertising Function YES NO NO
Productivity Function YES NO NO
13

14. SWOT Analysis
Weaknesses
-Limited to smartphone
users
-Internet reliance
Opportunities
-Adoption of internet
and smartphones
-No market leader
14
Threats
-Unestablished brand
-Challenge legacy
system
Strengths
-Mobile integrated
-Improve service efficiency
-Save time

15. P
Politics
E
Economics
S
Social
E
Environment
T
Technology
L
Legal
Focus on regulation
of government
Malaysia GDP
is increasing
Lifestyle of new
generation
Development
of mobile
technology
Growth rate of
mobile apps
users
Banking
regulation act,
eg, security.
PESTEL Analysis
16

16. 3) Marketing
Strategies
17

17. Placement
1. Apps Store
• Three main types of stores ( iOS, Android & Window)
18

18. 19

19. 20

20. Placement
2. Websites
• To provide additional choices for the customer
• To satisfy the demand of desktop or laptop user
• Advantages:
i. Immediacy ( available instantly )
ii. Compatibility across devices
iii. upgradability ( updated instantly )
21

21. 22

22. Promotion
1. Social Media
• Advertise through social media
• Social media growth drastically
• Best way to connect with people
23

23. 24

24. 25

25. Promotion
2. Blogger
•Potential influence to business
•Writing review to evaluate service
•Cheapest advertisement rate
26

26. 27

27. Promotion
3. Participate in roadshow and events
• Bring the service near to consumers
• Enhance self experience
• Gain trust from consumer
• Improving the service development
28

28. 29

29. Promotion
4. Digital Signage
• Digital screen advertisement
• Grabs attention
• Influence purchasing decision
30

30. 31

31. 32

32. Promotion
5. On-screen advertisement in cinema
• Short-clip advertisement
• Implement first impression
• Gain interest from consumer
33

33. 34

34. Penetration pricing
i. Low price position
ii. Attract consumer attention
iii. Support new launch product or service
Psychological pricing
i. RM 999 (~1000)
ii. Still considered under 1k
iii. Difference of RM1
Optional pricing
i. Subscription incentive
ii. Freebies
iii. Generate extra revenue from add-ons
service
Promotional pricing
i. Attract customers
ii. Increase sales volume
Pricing Strategy
35

35. Basic Plan Premium Plan
RM 999
* Subscription fee per month
RM 1299
* Subscription fee per month
FREE
500
* Tickets
FREE
1500
* Tickets
Max Up
10cent
per ticket
Max Up
5cent
per ticket

36. 4) Financial Plan
& Projection
37

37. Business Model
Subscriptions
RM999/month
RM1299/month
Ad-free App
RM4 to upgrade
In-app Ads
*RM10
*Average eCPM in Malaysia
37

38. Revenue Expenses
Subscriptions
In-app
advertisement
Ad-free app
App development
Marketing
Salary (non-developers)
Miscellaneous
38

39. Sources of Funding
Bootstrapping Seed Funding Series Funding Bank loan
Amount RM35K RM250K-RM350K RM800K-RM1mil -
Period 1st month 2nd – 6th month 7th – 12th month -
Channel Personal saving
Angel Investor,
Investment Firm
Venture Capital Firm -
40

40. Financial Timeline
Testing Scaling
3 12
Phase 2
Partnership with
30% of total branches
months1
Phase 3
Partnership with
70% of total branches
18 24
Phase 4
Penetrate into
other sectors
40
Phase 1

41. 1 3 5 20 30 50 70
100
140
180
230
292
350
400
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
Branches
Month
Number of partnered branches
Phase 1 Phase 2 Phase 3
42
30% 70%

42. 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
Payback Period Analysis
Culmulative Revenue Culmulative Expenses
Breakeven
at 15th month
At 18th month
680 partners
290,501 app users
RM1,269,624 total profits
43

43. Scenario Analysis
Worst Normal Best
1st Scaling Phase Banks
Acquisition
20% 30% 50%
2nd Scaling Phase Banks
Acquisition
50% 70% 90%
Total Partnered Banks 474 680 877
Total App Users 208,050 290,501 374,661
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44. Worst Case
RM555,571
Normal Case
RM1,269,624
Best Case
RM2,757,786
-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
Payback Period Analysis
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45. 5) Controls and
Backup
46

46. Controls
• Measure the number of customer used the app
• Determine the satisfaction of customer towards the app
• Measure the performance of the app’s system
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47. Contingency
Plan
• Information security
• Content filtering, data encryption & firewalls
• Security breach
• System configuration backup & customer data backup
48

48. Conclusion
1. Introducing a new service into the existing market is not an easy task.
2. Detailed marketing plan must be conceived in order for us to
successfully launch FastQ™ into the existing market.
3. Continuous review and improvement of the existing marketing plan is
necessary
• to gain stable footing in the market
• to overcome any potential obstacle that may emerge in the future.
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49. Thank you!
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