A presentation on the marketing plan of a new mobile application - At Your Service. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur

1. Marketing Plan for Mobile App

2. Executive Summary
Committed to providing quick and reliable service at your doorstep, ‘At Your
Service’ app aims at bridging the gap between the users and businesses by
helping users find relevant providers of products and services quickly, while
helping businesses listed in ‘At Your Service’ database to market their
offerings.
The app lets users especially home makers avail real time booking and
tracking of required servicemen.
A detailed analysis has been done and the marketing plan covers all
important aspects in a lucid manner.

3. Situation Analysis
 Managing daily household has become a cumbersome job for someone
who is doing all the work single-handedly. Running for the electrician,
calling plumber numerous times, looking for a gardener, scrap collector,
masseuse and others takes a lot of time and becomes very inconvenient.
 The At Your Service app is the solution to all related problems and is a
boon for all ladies in particular.
 Order a service, schedule it according to your availability at home, fix
periodic visits (weekly or monthly according to requirement), track the
serviceman and leave feedbacks and reviews.

4. Goal
 To help users avail services within minutes and conveniently
 Hassle-free bookings without the need to call repeatedly
 Enhance user experience
 Multiple platform service on a large scale
 Help listed businesses market their offerings effectively and the right
customer on time.
 Maximizing visibility of service providers

5. Strategy
TARGET MARKET
Customers
It is a highly useful app in today’s era where many of us do not have time to visit
the household service providers at the time of need. It acquires both cost and
time. It shall help the home makers to get the required services within minutes of
ordering. So this app can be used by almost everyone.
 Any house maker can use it. No age constraint as it is easy to use and does not
require any special knowledge to operate.
 It can be used by both working and non-working women.
 It shall be useful mainly for the people living in urban areas as the rural areas
do not have specific service providers, access to mobile internet and they lack
the knowledge to use technology.
 The service providers can use this app for better customer engagement with a
pragmatic approach. It shall be highly useful for the local service providers
since they shall be assigned with work more often and hence get a chance to
earn money by rendering their services.

6. Collaborations
For every successful application there has to be many collaborations to lay it’s
firm foundation. For the same, I’ve planned the following:
 Service providers: There are many such services which are needed by almost
every house maker such as
─ Electrician
─ Gardener
─ Carpenter
─ Chemist
─ Driver
─ Vehicle Repair
─ Baby sitters
─ Masseuse
─ Plumber
─ Caterers
─ Car wash
─ Newspaper Vendor
─ Scrap Collector (Raddiwala)

7. – TV cable providers
─ Maids etc.
 Apart from the workers many shops shall be collaborated with like the grocery
shop, medicine shop, cable house, hotels (caterers), nursery etc. They all shall
be of a great help at the time of promotions too.
 These services are not all time present in the locality one resides in. So for the
same many such providers shall be collaborated with. Their profiles shall be
maintained on the app according to their services and areas. Under it almost
all the workers shall be covered proving an efficient working to the system.
Company
Because the app is more of an aggregator, there is as such no specified company
that shall be responsible for the efficient rendering of goods and services. Instead
there shall be many workers and shops that shall be responsible for it.

8. Competitors
 There are apps addressing similar customer needs. Some of the major ones are
mentioned below:
 Just dial is the top competitor of the app. But the difference lies in its working where on
one hand Just dial only provides us with the contact details of the service providers. At
times the contact details are invalid. But on the other hand our app shall work just as
any other aggregator, example - Uber, Ola cabs etc. with that we assure mobility and
efficiency to the working which is somewhere missing in case of Just dial. It shall solely
work online where the nearest service provider shall be sent a message and your name,
requirement, current location etc. via our app by the customer at the time of need.

9. Just Dial
STRENGTHS
• Business owners can list their businesses on
the database for free.
• Possesses a well-built network of businesses
and provides fast and reliable response and
details
• Just Dial has location based service for
mobile internet users.
WEAKNESSES
• Only listings are available. There is no
facility of quick bookings.
• Lower penetration in rural areas with same
efficiency.
OPPORTUNITIES
• To collaborate with more companies or
service providers
• To provide more precise information by
filtering requirements
• Increase presence in more cities
THREATS
• Some businesses can provide false identity
by disguising
• Improved network by the competitors
• Newly emerging competitive local search
machines

10. CONTEXT
 Political Environment: There are Government guidelines to which services are
considered legal, and as such At Your Service must evaluate each clients request to
ensure that the service being offered must fall within the legal purview and only then
can they put it up. Besides this, there is very little interference or regulation on a call
and assist type of service in India.
 Social Environment: India is a fast growing market, and growing disposable incomes
mean more and more people entering the target group for the services market. Also
the advent of newer enablers like mobile phones has made life much easier for the
customer, and as such there is tremendous scope for an aggregator like At Your Service.
 Economic Environment: The overall market for location specific search is increasing
rapidly with more and more people moving to in the urban cities and distances
increasing to local amenities and services. Also, economic development has fueled the
pockets of the Indian middle class as well as brought the world to their door. The
promise held in this huge market is immense.
 Technological Environment: Technology has been a great enabler for most businesses,
and At your Service is no exception. The web has taken these services to new heights.
Telephone, Web based Service, SMS and now Mobile Web access give users a multitude
of ways to access information, and it has benefited At Your Service and the search
industry greatly. Growth in users of this service sees a linear growth with technology
penetration, and every new technology gives it a shot in the arm. GPS services in
mobiles and 3G services promise a seamless and integrated localized experience, which
can be leveraged by At Your Service to provide results based on nearness to customers
immediate location.

11. VALUE PROPOSITION
Customer values
Anyone would like speedy services without wasting time and cost. Most of the women
today are working who just cannot afford the time to sit at home and wait for the repairs
and other chores to be done and requirements to fulfilled therefore with this app it
becomes easy to get it done as per ones convenience and suitability of time. The app shall
change the hectic process of engaging these people to easy and efficient connectivity and
working. The app fulfills the need for relevant information. Customers save time, and find
a multitude of options with ease, enabling them to get the best prices and ease of access
to services and goods / customers.

12. Collaborator value
Most of the clients that will be served have the one basic need, of maximizing their
visibility. They will be sectioned and categorized according to the services that they
provide, and the segment that they wish to target and provide a priority listing based on
their criteria among our query results to our customers. This provides them with visibility
where they need it, thus fulfilling their need. Other than our clients, there is little to no
influence on our business by any other forces, besides the obvious dependence on the
telecom service providers. We will depend entirely on telecom providers for getting our
service to the end customer and any changes in the way they function will have direct
impact on the delivery of services.
There are many who do not get a chance to work just because of non-availability of a
proper work place. But with this app everyone would get a chance to work and render
services. Their work shall be rated and reviewed by people that shall help them do even
better.

13. TACTICS
Service
 Better visibility
 Convenience
 Hassle-free delivery of services
Brand
 Name: At Your Service
Price
 Basic features: free
 Premium offering at $3.75 per month with advanced features of scheduling regular
visits, preference given to a premium user over a basic one.
Incentives
 First service free
 Discounts based on referral codes
 Cashback
Distribution
 Available on Google Play for download by Android users

14. IMPLEMENTATION
Small/medium
enterprise
register with At
our Service
At Your Service
verifies the
information
provided & puts
it up
SMEs are
offered prime
services,
sponsored
results for
added fee
Customers ask
for information
and suggestions
using app
Customers
receive results in
close proximity
by auto
detection of their
location by GPS
(with sponsored
results getting
priority)
Both the user
and the provider
are notified
based on their
availability &
their contact
details are
shared. User can
also track the
vendor.

15. Control
Performance Evaluation
 The performance of the app can be evaluated by:
─ Number of downloads from Google Play
─ Number of listings by SMEs
─ Feedbacks given by users
 The conversion rate of users from free to premium offering lets us determine whether
the features provided are adding enough value or not.
─ In case of a greater rate (50%), the free version lacks enough features and the
conversion rate would later slack. Also the customer acquisition rate would decrease.
─ In case of an extremely low rate (1%), the free version might be giving lots of benefits to
users that they don’t require the need for premium version.
Therefore, required adjustments can be made to control the output.