9 TO 5 ISN’T WHAT LIFE IS ALL ABOUT: PRESENTING AFICIONADO A COMPREHENSIVE MARKETING PLAN FOR A SMARTPHONE APP
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9 TO 5 ISN’T WHAT LIFE IS ALL
ABOUT: PRESENTING
AFICIONADO
A COMPREHENSIVE MARKETING PLAN FOR A SMARTPHONE APP
EXECUTIVE
SUMMARY
An app that lets people
connect with peers and
connoisseurs filtering them on
the basis of a particular
hobby.
What we do, what
we like, is who we
are. Leisure doesn’t have to be boring or empty.
The ambition is to build a go-to
app whenever one has leisure
and would like to learn
something, indulge in a
pastime or build on an already
familiar hobby.
Build an efficient and user-friendly
app, interest connoisseurs to
become a part and proffer their
advice, and rock the targeted
market.
SITUATION ANALYSIS
Aficionado is a unique
idea. The lack of similar
competitors is the strongest
favourable factor.
The idea brings all hobbies under one umbrella. There are apps
for specific hobbies but not an all-encompassing hobby app.
Marketing hobbies
makes the target market
fairly large.
This has its merits in a larger customer base and challenges in
wanting to satisfy every customer.
GOALS
Aficionado aims to bring together
people who wish to learn and
people who wish to share their
knowledge. Discuss, get advice,
follow your hobby.
ANYTIME. ANYWHERE.
Make users aficionados in at least one area by providing
them with all the tools they need to transform themselves
into one.
You have it in you.
We merely aid you.
The goals also include
strengthening the brand over
time, maintaining an ardent
customer base and keeping
the financial facet on track.
STRATEGY
The target market
comprises anybody who
wishes to bide away their
leisure time meaningfully.
Housewives, senior citizens and teenagers are the primary
consumers however.
A go-to app to help people
develop, discuss and maintain
hobbies is nowhere on the Play
Store. The app is unique in this
respect.
• Customer value is depicted by potential skill set
enrichment, knowledge gaining and indulgence
in meaningful pastimes.
• Interaction with people with similar interests is
always a great experience.
• Whenever needed, an expert provides advice.
• Aficionado keeps track of your progress for you.
Key collaborators are companies
which sell equipment pertaining
to a particular hobby, e.g.
Hobbyking, Hobby Lobby &c.
Collaborator value lies in their company being
advertised in the best niche possible.
The positioning strategy shall
aim at making people
realise that their time isn’t
worth wasting frivolously.
There’s much to learn that many lifetimes would fall short.
TACTICS
The free version shall aid users to
connect and discuss with users
with similar hobbies, read selected
posts that entail suggestions
pertaining to their hobbies.
The paid version shall have full access
to posts, the opportunity to interact
with connoisseurs in any hobby and
get help and suggestions from them,
and a hobby tracker that shall enable
people to monitor the progress of their
hobbies.
Up for grabs at $9.99.
There’ll be a monthly subscription as well centred on the
amount of time a person interacts with a connoisseur.
Social Media Marketing will be a
key aspect of communication.
We’ll aim more at Personal
Marketing than Mass Marketing.
Facebook, Twitter, Pinterest, Tumblr, Quora.
Play Store, Apple Store, Windows Store.
The downloads will be free but it’ll only be a free trial.
Discounted equipment for
your first hobby. Refund on
the subscription fee if you
aren’t satisfied. Making you
happy is our hobby.
IMPLEMENTATION
Aficionado will have a line
organisational structure. We need
to keep it simple and fast.
Aficionado plans on reaching
20,000 downloads within a
month, then growing
exponentially until every hobby
seeker has an Aficionado app.
DISCLAIMER
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