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Business Plan and Presentation

II. Marketing and Operations

By: Sohan Babu KhatriCEOThree H Management

Sohan Babu Khatri - Introduction

Professional Engagements: • CEO – Three H Management Pvt. Ltd• Director of Board – Grand Bank Nepal Ltd , Just-One-Nepal, SCDRR-Nepal

Resource Person:

• Ace Insititute of Management• Kathmandu College of Management• HVAP – MoAD (SNV)

Educational Background: • Bachelor’s of Civil Engineering (BE Civil) - Pulchowk Campus, Institute of

Engineering, Nepal• Masters of Business Administration (MBA - Finance and Marketing), Bangalore

University, India• Certified Financial Manager (CFM), Centre of Financial Management, Bangalore• Licensed International Financial Analyst (LIFA) - Charter Holder – International

Research Association, Cambridge, Massachusetts

Agenda for three sessions

Day 1 - Business Idea and Concept Presentation

Day 2 - Marketing Plan and Presentation

Day 2 - Operational Plan and Presentation

Day 3 - Financial Plan and Presentation

Day 3 – Growth/Sustainability/Risk Management Plan and Presentation

The whole aim of this part is

You’ve Dared – Recognition ?

Describe

• Available and Potential Market• Target Market

– Define them as narrowly and clearly as possible

• Market Structure– Level of competition– Readiness of Target Market– Growth Potential of Target Market

Marketing Mix

Present in following order

• Product Features– From Value Perspective – From Benefit Perspective– From Customer’s Perspective

• How are you target customers going to know you ? – Promotion

• How does your revenue model work ? – Pricing– Various pricing for various revenue models

• How do you make it available to customers ? – Distribution / Place

While Presenting …..

Effective Promotion…..

About Product…..

Mobile App Marketing

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How do you grow from just another little fish in a big pond, to a superstar?

CSFs

• Loyal User Acquisition• In-App user engagement• Revenue

Use Variety of Marketing Channels

• Social media and PR will help get the word out about your app, and the feedback you receive from users will help you make improvements

• The most effective way to maximize your loyal user base and revenue is mobile advertising

• Add in-app and mobile web advertisements to your marketing mix, and be sure to use many ad networks and big publishers.

First Impressions Count

•  Beautiful, perfectly functioning app• Rely on a coveted “Featured” spot in the app

stores?• Design attractive advertising banners that

will strike a chord with potential users• It’s also the job of your icon, screenshots,

and description text to sell your app and convert clicks to downloads.

• Be creative and aim for a big impact in a few seconds.

Get Found Via Search and High App Store Rank

• A big chunk of users (63 percent) say they’ve used search to discover new apps.

• Just as SEO is important in online marketing, so is App Store Optimization (ASO) for app marketing.

• Research relevant, long tail keywords, and experiment with them each update cycle to see how they affect your search rank.

• Also know the techniques that are unique to your operating system. – In iOS 6, you can now use singular forms in your keywords to save

on characters (since you just have 100).

• Use tracking technology for maximum cost-efficiency, and focus on achieving quality downloads from reputable, high-volume traffic sources.

Be data-driven: track and optimize your ad campaigns

• With sophisticated tracking technology and fingerprinting, it’s possible to analyze your advertising campaign data and achieve maximum transparency and efficiency in your marketing.

• With a data-driven approach and the right technology, you can instantly identify your valuable traffic sources, eradicate underperforming and fraudulent publishers, and select your best campaign settings.

• This will maximize your downloads from loyal users, and your return on investment.

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4Ps are OUT

4Es are IN

4 Es of Marketing

• from Product to Experience

• from Place to Everyplace

• from Price to Exchange

• from Promotion to Evangelism

...........

• Understand End to End Customer Experience• How would you make that experience rich ?• Understand full range of possibilities of

reaching customers • Intercept than Interrupt• Make contact when they are most receptive to

engaging with you.• Today we have to intercept consumers on their

turf and on their terms, and that could be anyplace or everyplace

……….

• Focus on customer’s attention, engagement and permission.

• Create a mission and brand experience that are so inspiring to consumers that they engage with you – and share their enthusiasm with others.

• What makes evangelism so powerful today is how it marries the oldest form of persuasion – word of mouth – and the newest – social networking and Web 2.0.

Branding

The Big Ideal – The emotional center

Promotion for Mobile Apps

• How are you going to create ?–Triggers–Incentives–Engagement in daily life

4Cs of Marketing

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Operations

Your Team and Capabilities

“10 DONKEYS LED BY A LION CAN DEFEAT 10 LIONS LED BY A DONKEY”

LEADERSHIP IS CRUCIAL

“ITS PEOPLE THEY INVEST IN”

…..

• Connect complimentary competencies

• Describe the role of each in the business

• Its always good to get sense of passion and business model getting attached with people.

Operations

• How are you going to produce, provide and operate ? – Production Process

• What is your operational flow chart ?• What technologies are you using and why

that’s the good one ?• How are you going to manage your supply

chain and logistics ?• How are you going to source the required

resources ?

………

• Talk about any unique feature of your operations – if there is any.

• Any planned growth/change in the production/operation plan in near or mid-term future ?

• Your Quality Control Policy ?• Other Policies ?

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Order of Presentation

Stepwise

• After Business Concept, talk about Product…..

• Technology, Operations, Distribution and Activities

• Team, Capabilities• Promotion, Pricing • Others

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Best of Luck !!

By: Sohan Babu KhatriCEOThree H Management