Health vader

Health VaderMARKET PLAN

Siddharth Putuvely

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Table ofContents

Executive SummaryA brief overview of situation, goal and course of action

ImplementationOffering's implementation plan

Situational AnalysisOverview of company its market and its target customers

GoalThe company’s goal

StrategyIdentify the target market and define the offering’s value propositionTacticsKey aspects of marketing mix

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EXECUTIVE SUMMARY

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Executive Summary

Health Vader provides mobile application services that uses complex algorithms to provide the users with a very personalized health routine covering all exercise and diet requirements.

Health Vader is a mobile app start-up in the health and fitness

category.

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Executive Summary

Goal And Course Of Action

Although there are several apps for health, the there is not many apps yet that can generate a complete health routine for the users . This provides Health Vader with an extraordinary opportunity for market growth. Health and Fitness is a booming market. HV will achieve fast, significant market penetration through a solid business model, long-range planning, and a strong management team that is ableto execute this exciting opportunity.

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If you want tobe healthy,

be.

Health Vader will strive to achieve higher margins and maintain a close relationship with the customers, which is essential for producing products that have a true market demand. By the end of the year, HV will have also developed relationships with different fitness companies and hospitals and will begin to be recommended by these companies and hospitals.

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SITUATION ANALYSIS

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Company Overview

The company is entering the mobile health apps industry. It uses a complex algorithm which is supported by huge verified databases to generate a very personalized health routine.Since the algorithm does not rely on the live support from doctors it will be significantly cheap without compromising much on its effectiveness.

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Company Overview

The App also finds the safest routes in your locality for walks/jogs.  It will detect your current position by GPS. The App also motivates the user to continue the health plans through games and other motivational functions.

HV is Super Awesome.Health Vader will be entering its first year of operation and its marketing will be very crucial for brand development and product awareness.

Health

Vader!!

Our Paid Services

1 Muscle Building/ Weight Loss PlansDiet and Exercise plans based on user’s body goal and daily schedule

2 Video Chat with Dieticians/TrainersFor a more personalized care

3 Motivational FunctionsNot only Fun but also keeps you on track

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Our Free Services

Games2 people weight loss challenges, rewards(discount coupons) on accomplishments, points awarded on tasks and leaderboards.

Social NetworkingPosts and articles. Chat with friends, Share accomplishments on Facebook, Instagram, Twitter etc.Fitness / Mild Weight Loss / Healthy Balanced Diet

PlansBalanced and nutritious diet plans designed for a healthy lifestyle.

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Our Market Positioning

HV will position itself as the premier Health and Fitness care Company . This positioning will be achieved by leveraging Health Vader’s competitive edge.We intend to connect with the users and show them how we care about their health.

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Market Overview

The Health and Fitness App market is a growing one. There are many apps trying to conquer this area but very few have been able to successfully take care of all the health and fitness needs of the user.

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Competitors Collaborations CustomersMost don’t offer complete

care.Higher rates than us.Toughest Competitor:

HealthifyMe

Collaborations with doctors, hospitals and fitness

companies for Verified Data and Promotion benefits.

58% smartphone users use health apps.

HV wants to capture these customers.

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Target Customers India is the third largest smart phone

user market in the world. Mobile health would prove to be a great support in India because it faces a lot of healthcare challenges, considering the ratio between patient to practitioner, it is the lowest in our country.Our Target is to capture customers who don’t have time/money to go to a Doctor/Trainers for health plans.

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Target Customers This app will serve all its customers-

lower , middle and upper income by giving the suggestions by the category the user decides. Although the main users will be the youth .Our Target is to capture customers who don’t have time/money to go to a Doctor/Trainers for health plans.

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OUR GOALS

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Our StrategySimple timeline

StartThe App will have its birth in India and US. Satisfy Customer needs.

2017New ProductsProvide Health care Products though online market places.

2021GlobalExpand into more Developing and Developed countries.

2027

GrowthGain 1%-5% market share. Create good Brand Image.

2019

ExpandExpand into Health Care services for diseases.

2024

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Customer Satisfaction Improving user fitness is as important as connecting and satisfying the users. To build a always ready customer service network.

Our Goals

Increase ClientsWe are aiming for 1 percent share of the Indian smart phone marketthrough downloads of 800,000.

Good Income The growth of the app economy should help to generate at least an income on $0.1 per user on an avg.

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STRATEGY

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SWOT Analysis

S W

O T

The use of a highly efficient algorithm.

Creative, yet practical app developers

Participation within a growing industry Decreased product costs

The difficulty of developing brand awareness as a start-up company

Not enough budget

Future/potential competition from an already established market participant

A slump in the economy that could have a negative effect on people’s spending of discretionary income on fitness.

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StrategyTarget Market And Value Proposition

CustomersA complete personalized health plan can be made with no or a little amount of money. There is no need to waste hours and go see an actual Dietician/Trainer.

CompetitorsCompetition will be faced by apps that are of the same category.The biggest competitors will be the HealthifyMe App

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StrategyTarget Market And Value Proposition

CompanyHealth Vader can easily beat its competitors as compared to using actual dieticians/trainers which cost a lot of money , HV uses complex algorithms to generate diet plans accurately.

CollaboratorsThe Collaborators will include doctors, hospitals and some selected companies that manufacture fitness products. The Collaborations will provide promotion benefits to all the collaborators. The App will be supported by their recommendation and they will be advertised.

Promotion

SEOFlexibility

Ads

MarketingCollaboration

Strategies for Success

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TACTICS

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Name: Health Vader

Tagline: For a healthier you!

Add an image

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PricingPremium Plans in $2-3 / month instead of $200

Most of the app features will be free as users enjoy and want the free services-free version. What wont be free will be the video calling or chatting with Dietician/Trainers . Motivational features will be present in in-app purchases.

Low Price and Free Services

Only $2-3 per month

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IncentivesIncentives for customer and collaborators

Customers• Promotional items• Discount coupons on product trial• Money reward on introducing app to

others.

Collaborators

•  A year of free services-at no costs-for the sponsors and advertisers.

• Smart advertisements on their products.

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Communication

At the beginning the app will be communicating through social networking sites like Facebook , twitter, Instagram, blogs etc and also through Google adds. And later on via meetings with collaborators and TV advertisements the app will reach a wider audience.

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DistributionThe app will be available on all android, apple and windows smart phones and tablets.

Sync Your Data AutomaticallyRecord data with help of wearables like Mi Band,

Fitbit, MisFit etc.

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IMPLEMENTATION

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Company Structure

Marketing and Advertising

Collaborators

Senior Management

App Development

An airplane to describe the Structure

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Implementation

To achieve our desired goals and control budget, all the strategies will be kept in mind for implementation.

 Continuous market research will be done to keep the app updated with new and innovative features for the comfort of the customer.

Different marketing activities will be arranged and managed by different people to divide the load.

Different Managers will be appointed for different tasks and not one for all the tasks.

Collaborators will be ensured that they are on a right track by collaborating with Health Vader by all means possible.

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Thank You!

Siddharth Putuvely, Undergraduate Student of Department of Industrial and Systems Engineering

IIT Kharagpur