Marketing plan for an android app -Lyrick created by me under guidance of Professor Sameer Mathur, IIM Lucknow

1. LYRICK

2. LYRICK

3. 1. Executive
summary

4. EXECUTIVE SUMMARY
Number of smart phone
users are…..
Humungous !!

5. EXECUTIVE SUMMARY

6. EXECUTIVE SUMMARYIncreasing
daily with an
estimate of 2
BILLION Users in
near future….

7. EXECUTIVE SUMMARY
Out of them 93%
listen to music

8. I AM JAYDEN SMITH
I am here because I love to give presentations.
You can find me at @username
Hello!
8

9. Transition headline
Let’s start with the first set of slides
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We have for them...

10. EXECUTIVE SUMMARY
“LYRICK” app

11. EXECUTIVE SUMMARY
“LYRICK” app
which gives personalized
lyrical audio experience !!

12. EXECUTIVE SUMMARY
“LYRICK” app
which focuses on giving personalized
lyrical audio experience !!
It assembles all audio
on phone
(online music tracks,
radio channels,
Podcasts) at
ONE PLACE !

13. EXECUTIVE SUMMARY
“LYRICK” app
which focuses on giving personalized
lyrical audio experience !!
It’s LYRIC GENERATING
TECHNOLOGY can
provide lyrics for any
1.Music track
2.Podcast
3.Live streaming

14. LYRICK

15. 2. Situational
Analysis

16. Situational Analysis
2.1 Company Overview

17. SITUATIONAL ANALYSIS – COMPANY OVERVIEW
STRATEGIC ASSETS
▪ Our developers
▪ Lyric Generating Technology
▪ Online music partners

18. SITUATIONAL ANALYSIS – COMPANY OVERVIEW
CORE COMPETENCIES
▪ One stop place for all music lovers & karaoke enthusiasts
▪ Tie up with iTunes, Spotify, Pandora
▪ Employing top developers for future competence
▪ Eliminating the jargon of having different apps for
different audio on smartphone

19. Situational Analysis
2.2 Market Overview

20. Big concept
Bring the attention of your audience over a key
concept using icons or illustrations
20
Current
Market…

21. Big concept
Bring the attention of your audience over a key
concept using icons or illustrations
21
Potential Customers…

22. Musixmatch
▪ Most widely used lyric app
▪ Over 10 million downloads
▪ Rating = 4.5/5
▪Major Competitor
Others (Over 1 million download)
Lyrics mania Tune Wiki
SITUATIONAL ANALYSIS – MARKET OVERVIEW
COMPETITOR ANALYSIS
Rating =4 Rating =4.1
Lyrically Genius
Rating = 3.8 Rating = 4.4

23. SITUATIONAL ANALYSIS – MARKET OVERVIEW
OPPORTUNITIES
▪ Excellent User Interface
▪ Expansion to Video service
providers as well
▪ Tie up with musicians, lyricists,
speakers
▪ Steady & Swift Market
penetration

24. SITUATIONAL ANALYSIS – MARKET OVERVIEW
THREATS
▪ Stiff and severe competition
from existing apps
▪ Inefficient PR, Communication
▪ Lyric generating Technology
can be copied unless IP is patented

25. Situational Analysis
2.3 Target Customers

26. In two or three columns
Yellow
Is the color of gold,
butter and ripe lemons. In
the spectrum of visible
light, yellow is found
between green and
orange.
Blue
Is the colour of the clear
sky and the deep sea. It is
located between violet
and green on the optical
spectrum.
Red
Is the color of blood, and
because of this it has
historically been
associated with sacrifice,
danger and courage.
26
Target Customers
Smartphone users
– Aged 15 - 45 years

27. LYRICK
SOME TRIVIA…

28. “Have a plan. Follow the plan, and you’ll be
surprised how successful you can be.
Most people don’t have a plan. That’s
why it’s easy to beat most folks.”
—Paul “Bear”
Bryant, football coach,
University of Alabama

29. 3.GOAL

30. 30
Want big impact? Use big image.
10 million
downloads for
the first fiscal
year
Targeted conversion
from free to
premium users = 9%
Targeted revenue
= 3.6 million USD

31. SOME MORE TRIVIA…
“STRATEGY IS ABOUT
MAKING CHOICES,
TRADE-OFFS;IT’S ABOUT
DELIBERATELY
CHOOSING TO BE
DIFFERENT.”
-MICHAEL PORTER

32. 4. STRATEGY

33. Strategy
4.1 Target Market

34. STRATEGY – TARGET MARKET
Customer - NEEDS
▪ View lyrics of songs which they
already have , also online
music tracks
▪ View Lyrics for radio broadcasts,
online podcasts
▪ Assembling all audio (songs,pod
-casts,radio broadcasts) at one
place for future listening

35. STRATEGY – TARGET MARKET
Customer – DISTINGUISHING
CHARACTERISTICS
▪ Our Customers are “ME – Time” Users
▪ They are MUSIC LOVERS – Self esteemed
▪ They have the desire & enthusiam
to sing

36. STRATEGY – TARGET MARKET
Customer – DISTINGUISHING
CHARACTERISTICS
▪ Our Customers are “ME – Time” Users
▪ They are MUSIC LOVERS – Self esteemed
▪ They have the desire & enthusiam
to sing
COLLABORATORS

37. STRATEGY – TARGET MARKET
Customer – DISTINGUISHING
CHARACTERISTICS
▪ Our Customers are “ME – Time” Users
▪ They are MUSIC LOVERS – Self esteemed
▪ They have the desire & enthusiam
to sing
COLLABORATORS
Online Streaming services – iTunes, Spotify, Pandora
Google Developers
Communication
Partners – Social
Media, adwords

38. Use charts to explain your ideas
White Black
38
Gray

39. Use charts to explain your ideas
White Black
39
Gray
Company’s Strategic Business Units
oApp Developers
oMarket Researchers
oFinance team
oFeed back and Customer Care department

40. STRATEGY – TARGET MARKET
Company’s Strategic SBU
▪ App Developers
▪ Business development team
▪ Finance team
▪ Feed back and Customer
Care department
Key Stakeholders
• Our Investors
• Current/Future employees
• Collaborators

41. Strategy
4.2 Value Proposition

42. STRATEGY – VALUE PROPOSITION
Company’s Strategic SBU
▪ App Developers
▪ Business development team
▪ Finance team
▪ Feed back and Customer
Care department
For Customers
• Unmatched music
lyrical experience
•Differentiates high end
customers from others
•Easy to use

43. STRATEGY – VALUE PROPOSITION
Company’s Strategic SBU
▪ App Developers
▪ Business development team
▪ Finance team
▪ Feed back and Customer
Care department
For Company
• Excellent work culture
• Recognition of
employees time to time
• Incentives for good
work

44. STRATEGY – VALUE PROPOSITION
Company’s Strategic SBU
▪ App Developers
▪ Business development team
▪ Finance team
▪ Feed back and Customer
Care department
For Collaborators
• Increase in their share
value compared to their
competitors
• More competent in
terms of our technology

45. “Strategy without
tactics is the slowest
route to victory.
Tactics without strategy
is the noise before
defeat.”
- Sun Tzu

46. 5. TACTICS

47. Tactics
5.1 Product

48. TACTICS– PRODUCT FEATURES
FREE APP FEATURES
• 3 Week trial for new users for
all premium features
• Audio assembling only limited
to 30
• Access only provided to music
track lyrics

49. TACTICS– PRODUCT FEATURES
PREMIUM APP FEATURES
• Audio assembling upto 500
songs/podcasts/radiocast per
month
• Access of lyrics to all audio on
phone also online streaming
• Karaoke provided for user

50. Tactics
5.2 Brand

51. TACTICS– BRAND
BRAND MANTRA
•NAME : LYRICK
•SLOGAN : Lyrics on the go!
•MEANING : All audio lyrics
available at one place.
•POSITIONING: Simplicity,
Youth, Way of Life, Innovation

52. Tactics
5.3 Price

53. And tables to compare data
A B C
Yellow 10 20 7
Blue 30 15 10
Orange 5 24 16
53
The Premium
version of the app
would be priced at
3.99 $US as monthly
subscription

54. And tables to compare data
A B C
Yellow 10 20 7
Blue 30 15 10
Orange 5 24 16
54
The Premium
version of the app
would be priced at
3.99 $US as monthly
subscription
This is priced as such taking the music/karaoke
enthusiasts into consideration.

55. Tactics
5.3 Distribution

56. TACTICS - DISTRIBUTION
•PLAYSTORE majorly

57. TACTICS - DISTRIBUTION
•PLAYSTORE majorly
• Distribution on Getjar, amazon app
store, Opera mobile store
• Further developments into
AppStore, Windows Store as well

58. Tactics
5.4 Communication

59. TACTICS
COMMUNICATION
• Promotion through initial
customers
• Social media – YouTube
Video, FB Page
•Entrepreneurial events
•Word of mouth publicity

60. 6. IMPLEMENTATION

61. IMPLEMENTATION
6.1 Organizational
Structure

62. 89,526,124
Whoa! That’s a big number, aren’t you proud?
62

63. IMPLEMENTATION
6.2 Implentation Plan

64. IMPLEMENTATION PLAN
•Market Research - 2 months
•Customer Analysis - 1 month
•Channeling - 2 months
•SBU Setup - 4 months

65. FOR VIEWING THE PRESENTATION
Thanks!

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