MARKETING PLAN

FIND MY COACH

EXECUTIVE SUMMARY

CHESS IS NOT AS POPULAR AS CRICKET IN INDIA AS OF NOW, BUT IT IS PREDICTED THAT IT WILL BE ONE OF THE MOST PLAYED SPORTS SOON.

CURRENTLY THERE IS NO APP WHICH LETS YOU FIND A SUITABLE CHESS COACH WHO CAN TEACH YOU IN REAL TIME ONLINE.

WE NEED TO CONVINCE OUR AUDIENCE THAT OUR APP CAN HELP THEM PLAY BETTER CHESS.

SITUATION ANALYSIS

COMPANY OVERVIEW

THE MAIN ADVANTAGE LIES IN THE FACT THAT THERE IS NO COMPETITION AS OF NOW.

A DATABASE OF AVAILABLE AND RELIABLE COACHES SHOULD BE PRESENT.

MARKET OVERVIEW

THE APP WILL MOSTLY OPERATE IN THE CHESS CIRCLES.

IT WILL HAVE THE POTENTIAL TO DELIVER VALUE TO PLAYERS OF ALL STRENGTHS - FROM BEGINNERS TO PASSIONATE PROFESSIONALS.

IT WILL ESPECIALLY COLLABORATE WITH SCHOOLS TO TARGET YOUNG CHILDREN.

TARGET CONSUMERS

ALL CHESS PLAYERS ARE OUR TARGET - INCLUDING PEOPLE OF ALL AGES AND BOTH SEXES.

HOWEVER, OUR SPECIALLY TARGETED AUDIENCE WILL BE SCHOOL GOING CHILDREN AS THEY ARE POTENTIALLY OUR MOST LOYAL CONSUMERS.

WE WILL USE THE FREQUENT CHESS TOURNAMENTS AND COMPETITIONS TO OUR ADVANTAGE.

THAT IS A GOOD PLACE FOR PLAYERS TO REALISE THAT THEY NEED TO IMPROVE.

ONLINE CHESS PLAYING SITES LIKE PLAYCHESS.COM OR CHESS.COM ARE ALSO GOOD OPPORTUNITIES.

TARGET MARKET

TARGET MARKET

ANOTHER IMPORTANT PLACE TO GO IS SCHOOLS - WE CAN CONVINCE PARENTS THE IMPORTANCE OF PLAYING CHESS AND CONVERT THOSE OPPORTUNITIES INTO LOYAL CONSUMERS.

THIS IS A WIN-WIN SITUATION FOR EVERYONE - THE SCHOOL, THE PARENTS AND OF COURSE, THE CHILD.

VALUE PROPOSITION

WE WILL DELIVER VALUE BY PROVIDING THE PLAYERS GOOD, RELIABLE COACHES.

THE STRENGTH OF THE COACH WILL DEPEND ON THE STRENGTH OF THE PLAYER AND WILL RISE WITH THE PLAYER.

THE PLAYER WILL GET THE FIRST 2 HOURS OF COACHING FREE TO SEE IF HE IS COMFORTABLE WITH THE COACH AND THEN HE CAN DECIDE.

TACTICS

THE APP WILL ENABLE PLAYERS TO FIND COACHES AND BE TAUGHT FROM THEM ONLINE USING THE APP.

THE PLAYER WILL GET THE FIRST 2 HOURS OF COACHING FREE TO SEE IF HE IS COMFORTABLE WITH THE COACH AND THEN HE CAN DECIDE.

THEN, THE CONSUMER AS WELL AS THE COACH - BOTH CAN BE CHARGED A SMALL CHARGE PER SESSION, SAY $1 PER HALF AN HOUR.

REGULAR FEEDBACK FROM BOTH PARTIES WILL ENABLE US TO EVALUATE THEM.

REGULAR TESTS CAN BE CONDUCTED TO TRACK THE PROGRESS OF THE PLAYER.

STRUCTURE

THE TEAM WILL CONSIST OF CODERS WHO WILL TAKE CARE OF THE CODE OF THE APP.

IT WILL HAVE A UNIT TO PREPARE THE DATABASE OF RELIABLE COACHES AND ADD TO THEM CONTINUOUSLY.

IT WILL HAVE A SEPARATE UNIT TO MANAGE STUDENTS, TRACK THEIR PROGRESS AND SEE TO IT THAT THEY ARE BEING TAUGHT WELL.

PROCESSES

THE APP NEEDS MAINLY THE SOFTWARE NEEDED TO IMPLEMENT ONLINE COACHING THROUGH VIDEO CHATTING.

THE SCREEN SHOULD CONTAIN THE COACH LIVE STREAMING AS WELL AS A CHESS BOARD WHICH CAN BE EASILY MANIPULATED BY THE COACH.

LASTLY, IT SHOULD HAVE A PROVISION FOR ONLINE PAYMENT OF FEES.

CONTROL

PERFORMANCE EVALUATION

THE APP CAN BE ANALYSED BY THE USER RATINGS ONLINE.

THE RATE AT WHICH NEW USERS JOIN AND START THEIR COACHING AND THE NUMBER OF USERS WHO REGULARLY CONTINUE THEIR COACHING ARE OBVIOUS INDICATORS OF PERFORMANCE.

DISCLAIMER

THIS PRESENTATION WAS CREATED BY VIRAJ TAMHANKAR UNDER THE GUIDANCE OF PROF. SAMEER MATHUR FOR A MARKETING MANAGEMENT INTERNSHIP.