2. Executive Summary
At PassenYou, we are a proprietorship, using hard work and determination to start up
this app. We hope for it to be an instant success due to our care for the customers ,
attention to the quality and making sure that your experience is an enjoyable one.
We offer many different kinds of options to fit your need. We offer customized dietary
charts and exercise routines that will help you reach your goal and get the best
workout you’ve gotten in a while. Customization is something that puts PassenYou
above the competitors. We even offer expert’s advice service.
The little investment you make will certainly not be the one you’ll regret. 

3. Situation Analysis
• In the current market, apps like ‘Fitness & Bodybuilding’, ‘7 Minute Workout’, etc.
are the major competitors.
• However, our core competencies will make a significant contribution to perceived
customer benefits.

4. Situation Analysis
1 2
3 4
Success Probability
Attractiveness
High Low
High
Low
1. Company produces customized
services.
2. The company meets the need for
more information and advice.
3. Company develops more user
friendly environment.
4. Company provides more options to
the users.
Opportunity Matrix

5. Situation Analysis
1 2
3 4
Probability of Occurrence
Seriousness
High Low
High
Low
Threat Matrix
1. Competitor inculcate superior
technology.
2. Major prolonged economic
depression.
3. Higher costs.
4. Internet issues.

6. Situation Analysis
Target Customers
Segmenting
Consumer
Market
Geographic
Segmentation
Demographic
Segmentation
Socio- Economic
Classification

7. Situation Analysis

8. Situation Analysis
Odds Ratio For Body Image Dissatisfaction

9. Situation Analysis
• Our app focuses on teenagers and young adults, mostly living in urban areas.
• These are the people, in present scenario, most conscious about their physique and
fitness.
• There is no gender segmentation for the app as both men and women are equally
inclined towards achieving a perfect body.

10. Goal
• The company’s premium features come in 10$.
• The company aims at increasing sales 40 percent over the next three years while
maintaining 20 percent profit margins.

11. Strategy
Target Market
Customers Competitors Collaborators Context

12. Strategy
Customers:
• In today’s world, most people are not satisfied with their body type.
And those who are, find it difficult to maintain it.
• So our app is for all such people. It provides exercise videos, related
instructions, customized dietary charts, customized exercise, expert’s
advice, etc.
• Through these, you will be able to achieve the body type that you wish
to and also maintain the desired physique.

13. Strategy
Competitors:
• The apps that provide services closest to our app are:
1. Fitness & Bodybuilding
2. 7 Minute Workout
Context:
• A person with desired body type will be confident.
• Proper exercises and diet will reduce health issues, thus strengthening human
capital.
• Expenditure on medicines will greatly reduce.

14. Strategy
Value
Proposition
Customer Value
Collaborator ValueCompany Value

15. Strategy
Customer Value:
• The main attraction of the app is customized service.
• Any person can get a personal dietary chart keeping in mind the person’s food
habits and nutritional requirements.
• Also, after a minimum payment for the premium features, you get personalized
exercise routine which helps you the best because it will have been designed
exclusively for you.
• Expert advice is another remarkable feature at such a negligible cost.

16. Tactics
Product & Service:
• Services offered are as follows:
 Free Features:
1. Exercise videos
2. List of most effective workouts for each exercise
3. Classification of different body type
4. Customized dietary charts to be followed to attain a specific body
type
5. BMI calculator
 Premium Features:
1. Expert’s advice
2. Customized exercise routines

17. Tactics

18. Tactics
Communication:
• We can communicate with the customers and tell them about the app in the
following ways:
1. Feature the app in an official blog.
2. Feature the app in emails.
3. Create and promote promo videos.
4. Promote the app on social media, LinkedIn, etc.

19. Implementation
• There are various Strategic Business Units for the implementation of the above
mentioned plan.
• Different units will handle:
1. Customers and payment.
2. Dieticians for making the dietary charts.
3. Experts for personal advices.
4. Management of videos and customization of exercise routines.

20. Disclaimer
Created by Shivanjali Sharma, NIT Allahabad,
during a marketing internship by Prof. Sameer
Mathur, IIM Lucknow.