Prepared By:

Chirag GuptaIndian School of Mines Dhanbad

OVERVIEW

Community of Book Lovers

3 Million Downloads within a year

Identify target market

Define offering’s value proposition

Outline key aspects of offering’s marketing mix

Define offering’s implementation plan

Course of Action

App Overview

Reforms the way books are read

Online community of book lovers

Users can buy books at same place

Can create profiles, add friends, review books and keep a stack of one’s reads

Core Competencies

Huge traffic on the app itself

Personalized reading features

Better value proposition with cheap pricing of e-books

Many Points-of-difference including comments, summary, spoilers etc. on every page which is shareable

0%

10%

20%

30%

40%

2011 2013

Tablet Users

0

10

20

30

E-reader Traditional

No. of books read in last 12 months

by 18-39 age group

E-readers more popular among college graduates (60%)

Need to tap younger demographics

COMPETITORSGoodreads10 million+ installations with a database of 1 billion books.

Oodles1 million+ downloads.

Ebook Reader5 million+ downloads

Need for Product Specialization

Market is segmented intoDemographic Segmentation: 18-39 age group is targeted

Socio-Economic Segmentation: Affluent class with

e-reading devices are targeted

3 million downloads within next 12 months

Considering a conversion rate of 5%, leads to 150,000 potential buyersAssuming a user buys 2 books worth $10 each with a profit margin at a minimal 10% can generate a revenue of $300,000

Administrative Expenses: $150,000Online Promotion Expenses :$50,000 Targeting young demographics via college ambassadors and organizing/sponsoring literary fests and other offline promotions: $50,000Miscellaneous: $20,000

Expected Net Income at end of 12 months: $30,000

Needs fulfilled by offering

Personalized reading features

Online community of book lovers with experiential enhanced features.

Tapping into the craze of e-reading

Post one’s own work and post it for “free” or “paid”

Knowing our Customers

A book loverUses e-reading devicesYouth ready to connect socially and share ideas

Knowing our Collaborators

Publication Houses

Online Promotion Partners

Youth Ambassadors

Knowing our CollaboratorsTheir Strategic Goals

Maximize Sales

Increase promotion expense

Get due credit for their work

Knowing our Competitors

Goodreads

Search, rate and review catalog of 12 million booksKeep a stack of everyone’s readsUse the barcode scanner to quickly scan all books onto Goodreads shelves

Competitive Offerings

Knowing our Competitors

Oodles

Free English classics and audiobooks. Import books from phone and read in Oodles readerPersonalized reading experience

Competitive Offerings

Knowing our Competitors

Ebook Reader

Personalized reading experienceOnline synchronization of bookmarks, highlights, notes and current reading position with all your Android and iOSdevices

Competitive Offerings

Product Development Unit-Work on enhancing features and a mix of PoPs and PoDs

with respect to competitive offerings.

Marketing Unit-Mix of online and offline promotions to position its

offerings and boost ranking of BookR in Google store.

Customer Value

“BookR provides bibliophiles a unique experience which changes the way they read.

We do this by creating a community with reformist features and a personalized reading

experience”.

Positioning

Customer Value

Get the app for free

Enjoy extensive features

Earn money by posting your work on the app

Pay for the books you want to read at minimal pricing

Offering’s Value Proposition

Collaborator Value

“BookR provides collaborators an opportunity to maximize revenues seamlessly.

We do this by dedicated SBUs and our ever-lasting hunger of expanding market coverage”.

Positioning

Collaborator Value

Maximize revenues

Commitment towards anti-piracy and licensed products

Highly competent Strategic Business Units to resolve disputes, if any

We need a strong backing for our course of action

Offering’s Value Proposition

Company Value

“BookR considers stakeholders a fundamental and intrinsic part of the unit.

We do this by sharing our responsibilities, success and failure as a single entity both quantitatively

and qualitatively”.

Positioning

Company Value

SBUs need to counter external forces while delivering their offerings

Company needs a committal support from stakeholders be it investors or employees

Dividends for stakeholders on performances above set benchmarks

Offering’s Value Proposition

Boosting engagement

Product

Personalized reading experience

Can create profiles, add friends, review books and keep a stack of one’s reads

Import e-books to the app

Synchronize with Google apps like Google Keep etc.

One can post his/her own work as “free” or “paid”

Service

User can buy books at minimal prices seamlessly

Product Development team provides a seamless bug free app

Free classics at fingertips immediately

Brand

Reforming the traditional way of reading a book

Price

Pay for what you readMinimal Pricing of all competitors

(A profit margin of 10%)

Incentives

For Customers100 free bestsellersRefer. Earn 20 credit points for each referral

For Employees and InvestorsDividends for performance above set benchmark

For Promotion PartnersHigher promotional expense for performance above set benchmark

Communication

SBU of Marketing Management

To CustomersYouth Ambassadors who work at university/localityOrganizing/sponsoring Literature FestivalsVia promotion partners

To Collaborators and Company PersonnelNeeds and appropriate results are shared via SBUs

CEO

VP Product Development

SBU 1

Manager 1 Manager 2

VP FinanceVP

Operations

VP Marketing

SBU 2

Manager 1 Manager 2

Organizational Structure

ProcessesOnline Promotion at Google Store

Boosting App rankings

Increasing number of installs-Improving app’s quality-Cost-per-install campaigns

Retention Rate (Days an App stays installed on a device!!)

Rating and number of ratings and reviews

Number of back links to App's Google Play page

Schedule

DisclaimerCreated by Chirag Gupta, ISM Dhanbad

during an internship on “Marketing Management” underProf. Sameer Mathur, IIM Lucknow