MARKETING PLAN FOR MOBILE APP

THE VENT

“The Vent – Let it out!”

THE VENT

NAVIGATION

Executive Summary

Situation Analysis

Goal

Strategy

Tactics

Implementation

EXECUTIVE SUMMARY

Current Situation Of Market

Access to the right therapy at the right time can have an enormously positive impact on a person’s life. It can help people to better manage their condition and, in many cases, enable a full recovery. But many children, young people and adults of all ages across the country are still waiting months and sometimes years to get the treatment they desperately need.

The Vent App

“ If you are going through any kind of psychological

turbulence: anxiety, fear, depression, rage, guilt and

stress or if you just need to talk it all out without being

judged and live in peace, "The Vent" is your solace.”

will be addressed to all the needy.

SITUATION ANALYSIS

COMPANY OVERVIEW

This app is addresses the real and unstated need to live a happy and positive life which is primary need of any human being at any point in their.

This app providers its customers the holistic experience of assurance and psychological help through active listeners and therapists 24/7.

MARKET OVERVIEW

The market to this app can be as wide and as deep as one digs in and are willing to embrace their inner-selves.

1 in 5 Adults have a mental health condition.Youth mental health is worsening.There is a serious mental health workforce

shortage. These statistics show impeccable market laid out.

THE ALARMING NEED

WHERE THE APP CAN MAKE A MARK

TARGET CUSTOMERS

The need is rising among young adults and adolescents; Making them our target customers.

56.5% of adults with a mental illness receive no treatment. And thus the overly stressed middle agers make it to our target customer list.

GOALS

GOALS

The primary objective is to go to the depths of the customer's issue by directly dealing with our therapists along with the continual support of our active listeners and thus provide the customers their solace.

Expenditure on therapy - Our Revenue

A new report published in Health Affairs shows that not only are mental health conditions expensive, they are the most expensive – costing Americans over $201 billion a year.

The app with its reasonable pricing and easy availability in the customer’s smart devices, we expect 7-10% of the revenue with the freemium approach.

STRATEGY

TARGET MARKET

CUSTOMERS

It caters to the needs of the target Young Digerati PRIZM Cluster and then gradually spreads to the wider demographic segment targeting ages 16 to 54.( them being active mobile users)

ONLINE COLLABORATIONS

COLLABORATORS ACROSS THE GLOBE

1. The caring/experienced active listeners from preferably the psychiatric ad psychological backgrounds or interests.

2. The kind hearted therapists who are willing to do social service.

3. The therapists looking for some extra income or for extra fame and traffic to their clinics.

COMPETITORS

Talkspace Counseling & Therapy – provides only therapists and counselling in its app

7 Cups Of Tea – provides only active listeners under its app

“The Vent” provides both the privileges of active listeners and therapists

COMPANY

4 Divisions

SOFTWARE DIVISION – focuses on building, updating, improving and continual enhancement of the mobile application experience.

MARKETING DIVISION – focuses on promoting the app through all kinds of social media, apps and websites along with direct marketing to colleges and universities.

COLLABORATION MANAGEMENT – focuses on establishing and negotiating the existing collaborations and on increasing the number of quality collaborations.

QUALITY AND CUSTOMER CARE – focuses on checking the quality of service provided ensuring the customer satisfaction with continual feedbacks and customer interaction.

VALUE PROPOSITION

POINTS OF PARITY

Promise for Anonymity. Volunteered active listeners who care. The active listeners will be screened and

trained before entitling them.Customer gets to choose and change the

listeners.

POINTS OF DIFFERENCE

Reasonable pricing with surplus benefits

Continual support of the active listener when therapist

isn't available.

The listeners aren't random always but they are students

and interns from psychology background in majority.

Has both therapists and active listeners under one roof.

Music therapy recommend by the therapist can be played

as the background music in the phone through the app at

any point.

VALUE TO :

Customers : It gives them the guidance to their psychological health and helps them deal courageously with their lives and live in solace.

Collaborators : A form of service to a good cause to the interested listeners/ therapists. And also a source of additional income and traction

Company : It benefits the company through commissions, premium subscriptions and through free app downloads.

TACTICS

PRODUCT

FREEMIUM APP

FEATURES

1. Free for 13 days initially, where the customer will interact with our trained listeners for 10 days

2. On 11 12 13th day; they get to interact with the therapist twice a day (to taste a bit of premium so as to lure and convince customers to upgrade )

3. And a customer who regularly interacts through the app will get a sample of premium benefit to talk directly to the therapist on voice call or video call for two more days.

4. If they choose not to subscribe to premium, they will be availed of the primary benefits as in the first 10 days.

5. There will be two kinds of payment methods with their benefits :

One month (there will be the continual support of the therapist and a listener throughout along with pre-scheduled voice calls with the therapist )

Three month (there will be the continual support of the therapist and a listener throughout along with voice and video calls with the therapist which can be scheduled by the customer)

PRICING AND INCENTIVES

Price

$ 99 per month - for monthly payment$ 259 per month- for 3 monthly paymentAs the good therapies range from $50 to

$150 (per session) on a mediocre scale and as high as $600(per session) in extreme cases.

The app provides therapy on daily basis at a very reasonable price equal to single session. As the active listeners are volunteers, and upon high demand of the therapists we have contract of taking 5% commission or else we would pay the therapists normally.

Incentives

Giving a great experience and thereby increasing number of downloads will again generate revenue from Google play and Apple Store.

Giving customers 20 day extension of the subscription per a single referral and download.

Extended free trail bonuses on instant downloads in educational institutes when promoting the app there.

Through our collaborators

Through Therapists and their clinics

Through listeners and customers

Through Direct-Marketing

SOCIAL MEDIA

ONLINE MARKETING

Through e-mails and e-journals and blogging.

By sharing and spreading customer experience and benefits

PLACE(DISTRIBUTION

)

ON TWO PLATFORMS :

IMPLEMENTATION

Infrastructure

• Software division

1

• Marketing division

2

3

4•Collaborati-ng division

• Customer & Quality division

Process & Schedule

1 month of perfect ground work in understanding how therapy and the relationship between therapy-therapists-customers work by the marketing and customer& quality divisions.

3 month prior the software division will work, build and test the App before launching.

The collaborations team will parallelly make pacts with therapists and clinics along with registering and training listeners.

Then the marketing team will launch the product .

DISCLAIMERCreated by Vyshnavi Veluri, Vasavi College of Engineering(Hyderabad) during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.