Bookexg: a marketing outline

Bookexg: A Marketing Outline

Executive Summary

What is Bookexg?? It is an Android app to carry out free book exchanges between people.

How does Bookexg work?

● Bookexg works by matching the book donors and book acceptors and make them exchange their books by meeting in a public place or using a courier service.

Situation Analysis

Company Overview● Bookexg is a start up company ● Consists of 5 part time app

developers and 2 graphic designers, and a manager.

Core competencies● Available in free and premium versions● 3 Book exchanges per month can be carried

out completely free of cost.● Earns money by selling ads in free version● Customised ads for users based on their app

usage data analytics.● Simple and lag free User Interface

Opportunities● Tap useful information from the

users like their reading habits, type of books they love,etc. using data analytics and sell this information to advertisers.

● Build a large customer base.

Threats● Threat from competitors● Possibilities of app

malfunctions like crashes, etc.● Shift of public towards modern

ebooks and devices like kindle.

Market Overview● Book exchange is a relatively young

market.● Targets students and book enthusiasts.● Heavy competition from other book

exchange apps like bookswap and websites like bookfreeswap.com, bookmoonch.com, etc.

Goal

Goal● Build a large user base within a short span of time.● After building a user base, focus on selling ads and make

profits upto break even point.● After break even point is reached, hire new developers and

release new features to the app and further expand customer base.

● Then earn more with more ads and continue the cycle and aspire to reach 10000 downloads within 6 months.

Strategy

Target Market

Competitors of Target Market

● Book exchange websites like bookfreeswap.com, bookmoonch.com

● Book exchange apps like bookswap

Collaborators● Book Publishers (for legal

permissions for book exchanges)

● App developers● Graphic Designers● Google Android

Target Customers● Habitual book readers● School and college students● Scholars● Teachers

Value proposition

Value for Customers● Upto 3 free book exchanges per month in

the free version of app● Unlimited number of book exchanges in the

premium version.● Very simple and lagfree user interface.● Personal details are not shared with other

users.

Value for Collaborators● Part time app developers are paid a

fixed amount on a hourly basis.● Special rewards for developing new

features.● Job security of 6 months for all the

part time employees.

Tactics

How Bookexg works?

● Users first join Bookexg network by creating accounts. The app would get age, gender and address details.

● For book donations, users can post the details of books which they would like to donate on their public profile.

● Users can also search for the books which they would want to get and the app matches the book donors and acceptors appropriately.

● After matching, the app allows the donors and acceptors to chat with each other which helps them to decide how they can make the book exchange possible.

● The app provides them with 2 options for book exchange: Using Courier Services or Meeting in a public place.

Exchange through Courier Service option● Bookexg automatically finds and

suggests the best courier service available between the donor and acceptor based on their locations.

For Exchange by meeting in Public place● This option is available only when the

donor and acceptor are located in the same city.

● The app automatically suggests a public place which is at an equal distance between the users based on the information about their locations.

Brand

Logo and Tagline● The Logo has a book and 4 people

connected to each other by a globe.

● Tagline says that Bookexg is an app.

Price

● Comes in 2 versions: Free and Premium● Free version allows users to exchange three times a month with a

charge of Rs. 30 for each additional exchange.● Premium version allows unlimited book exchange. This version is

also ad free. ● Cost of premium version for 1 month: Rs. 30 ● Cost of premium version for 3 months: Rs. 70● Cost of premium version for 6 months: Rs. 120

Advertising

Online and offline PublicityOnline Publicity:

Using Graphic designers, design posters and use social media websites like facebook and google ads to communicate to public.

Offline Publicity:

Post advertisements in well known english newspapers because the book enthusiasts are more likely to read news papers.

Also post posters in public libraries and college notice boards.

Implementation

Organisational structure● Head: Myself● 5 part time app developers and 2 graphic

designers to work under me● Graphic designers will also be responsible

for advertising

Process of Implementation and Schedule

● Find a venture Capitalist and get some initial funds. ( before March 31)● Finding and employing app developers and graphic designers. ( before

March 31) ● Development of the initial test version of app. (before May 15)

Process of Implementation and Schedule (Contd.)

● Testing the success of the app in a test market. For example: A college ( Test period from May 15 to June15).

● Evaluating the test results and making suitable modifications to the app. ● Make a second test to another market. (from July 1 to July 31)● Evaluating the test results and making suitable modifications to the app. ● Rolling out the app in google Playstore.( August 15)