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Lay Bros LLC will be a high technology mobile advertising application maker for smart
phones (Android and Apple initially), physically present in Georgia, USA; to feed the
market with high standards. There are already many local and international firms
working all around the globe and dealing in phone apps solely made for the purpose of
marketing, but we will introduce ourselves with innovative and most effective marketing
apps for smart phone users.
Our main goal is to increase our market share and build brand identity internationally
through online operations. We will offer ultimate apps for smart phones, like; android
and apple makes. We aim to meet the market demand as per the standards and need.
We will attract the users throughout the world through our online services. We will
provide our services globally; any one can download our applications through our easy
to use website on competitive prices. We will create our own titles and we will offer
Old media has its own significance where new media has its own popularity and
importance, but if we merge both then it can work far faster and better than they workseparately. My idea is to cash this merging effect through such an application which will
increase the response overnight and the results are exceptional for companies to
advertise their to only those users who are interested in mobile advertising.
2.2. Service overview
The competition in application market is very intense, but we are confident we will beat
the market with the help of our high technology mobile marketing applications. We willmainly be focusing on our mobile advertising applications and pretty confident that our
apps will definitely attract the clients around the globe; since they are developed by
highly skilled professionals, who understand the market needs, consumers’ demand,
platforms complications and how to resolve them and how to present these applications
to consumer. More importantly advertising is growing need of every business in the
current scenario where competition is so much intense and businesses needs new
ideas to market their products.
The rise of smart phone and 3G technologies also make job easier for companies to
market their products through new mediums such as mobile phone tones, MMS, SMS
and web searching on mobile. Users can any time switch off this application and this willhelp them to get latest updates.
Our applications will be innovative and appealing; we will offer variety of categories for
all sorts of companies and industries. We have some of the greatest minds in the
software industry associated with our organization. Their skills and talent will help our
company to reach the next level. We have the best designers and programmers; who
can create innovative apps and new ideas so frequently. We will develop very attractive
and user friendly website, where our customers can share their experiences and
queries. They can also interact with other users and build community and can take
advantage of group and affiliate marketing.
Slogan: “Advanced marketing solutions with new age media”
2.3. Vision:
“To become one of the top innovative marketing app publishers in the world”
2.4. Mission:
“To serve the customers as per their requirements with best innovative ideas and
customized marketing apps for Android, gain maximum market share of marketing
applications for smart phones”
To accomplish this, we focus on; quality of services, long term relations with our
customers and interactive communication, demanded products and companies
according to the taste and demographics of consumers, best graphics and technology.We will aim to provide them immediate solution by engaging consumers and
Advertising applications are very popular these days, since smart phones are very
common in all parts of the world. This popularity also makes this market very
competitive and we have to come up with innovative ideas and unique selling attributesto beat our rivals. These are some of the benefits we offer to distinguish Lay Bros LLC.
Lay Bros LLC has many strengths, such as customized solutions, consultancy,
competitive pricing, continuous support, expertise in multiple industries, innovative ideas
and creative team. In order to achieve this we have efficient team members who know
and understand the needs of market and our customers. These are our Strengths and
Core Competencies:
Quality Applications: We will provide the best advertising applications to our
customers; we will offer products in many categories and segments right according to
the demographics. Our quality of work will attract the customers and increase their trust
on us. We will advertise our clients material to huge number of users and most
important to the right audience according to their products or services.
Variety of platforms: On initial stage we will offer apps for androids and apple, but
latter we will offer variety of apps and cover each and every make, type and platform.
24/7 support: We will present 24/7 for our customers; they can catch us any time for
online support, if they face any problem in our applications.
Competitive pricing: We will offer competitive pricing for our high value apps; we willoffer quality and distinctive apps in affordable prices to marketers.
Online operations: Our customers can download our apps from any part of the world
and we will serve every part of this world through our user friendly website, where
internet is available. This will make our market huge and profitable.
2.6. Challenges:
• Intense competition and many companies fighting for share in the market
• Lack of fund to build reputation in market
• Lack of funds in start for expensive marketing budget
According to a research conducted by a private firm in 2010, U.S. is considered as the
second largest in terms of mobile advertising market after Japan2. The number of active
mobile subscriptions was beyond 300 million in 2010 and this figure is expected to grow
in coming years. Due to high usage, the average expenditure on mobile advertising
campaign stands at almost $75,000 to $100,000 respectively. Another study confirmed
that about 50% of U.S. mobile population goes through advertising option3.
5.1.2. Market Size
The total population of mobile users aged 13+ is around 233 million, out of which thelargest share goes in account of users of mobile web, which are about 107 million4.
According to data collected by a research firm in which about 100.7 million mobile users
make use of text messaging, mobile web was used by 34.1 million users, 24 million
consumers download content, 14.6 million peopled used web searches and web video
was checked by 9.3 million users5. In the USA, the total number of mobile advertising
campaigns was around 8,000 and the average volume of new campaigns was 21.8 per
day6.
2 Techcrunch, accessed on 10th June 2011, available at:http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/3 Techcrunch, accessed on 10th June 2011, available at:http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/4 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf 5 iab, accessed on 11th June 2011, available at:http://www.iab.net/media/file/moble_platform_status_report.pdf 6 Techcrunch, accessed on 10th June 2011, available at:http://techcrunch.com/2010/11/02/smaato-u-s-will-spend-5-billion-on-mobile-advertising-in-2015/
It is forecasted that in U.S. the users of mobile internet through handsets will go up and
reach 158 million in 2015 and the income from mobile advertising and mobile
ecommerce is immense and it potential growth will rise 37% on mobile advertising
market and 65% on mobile ecommerce during 2009 to 2015 correspondingly7. At the
early months of 2010 about 25,000 mobile applications were launched by apple store
and more than 800 million applications were downloaded by consumers 8.
Figure 2: Growth of U.S Mobile Advertisement ($Millions)
Source: Jpmorgan9
Figure 3: Potential Growth of U.S MobileAdvertisement ($ Millions)
Source: Jpmorgan10
In the year 2011, the revenue from mobile advertising is around $5,099 million, whichwas up from $3,790 million in the year 2010; almost growth of 34.53 %. Its Potential
7 Sutherla, accessed on 10th June 2011, available at:http://sutherla.blogspot.com/2010/04/usa-forecast-growth-to-158-mobile.html8 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf 9 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf 10 Jpmorgan, accessed on 11th June 2011, available at:https://mm.jpmorgan.com/stp/t/c.do?i=E8283-B8&u=a_p*d_423260.pdf*h_2tvncakf
All these facts together give us enough room to count these opportunities and penetrate
in the market.
5.1.5. Target Market
Table 1: Target Market
Target Market
Year Android Phone Subscribers
2011 30.2 Million
Source: Telecoms12
Our primary target market is Android mobile users and this is our primary target market;according to above table the total target market for our business is 30.2 million users.
5.1.6. Regulations:
• Privacy Laws
• Consumer Information Security law
• Tax Laws
• Business Laws
• Domain Registrations
12 Telecoms, accessed on 11th June 2011, available at:http://www.telecoms.com/22493/as-smartphone-users-rocket-android-ousts-symbian/
Lay Bros LLC’s marketing objectives are very simple and clear. We want to focus on
mobile advertising app for Android and support old and new media and mix them in a
way that our consumers will get best possible results by reaching right target audienceand we can serve them for longer period of time. We will market our business
aggressively to build brand equity and company image in the country; to offer quality
solutions, low pricing and get trust of our customers by fulfilling their demands and
needs. Our primary objectives are:
Service Objectives: We have innovative ideas for businesses of USA initially; who are
looking for trusted Marketing/ advertising solutions. We will offer most trusted services
and we will offer maximum benefits to our clients and users. We also want to give
customized services, and we will understand the needs of every individual client by
researching their past results and assess their needs and then we come up with bestmix of mediums and find right target audience for them and market their
products/services to get their desired results in most affordable manner. It will save time
and money for our clients.
Financial Objectives: Our prime target is to minimize our operational and unnecessary
costs and become most profitable app making business; which offer most trusted
services to all; consumers, consumer businesses and B2B businesses. We will
advertise their messages in a way that will save costs and efforts of our team and of our
client. We will generate maximum revenue by offering multiple services to diversified
clients and satisfy our investors and employees by giving them maximum returns.
Company Growth Objectives: Initially we offer services in USA, then we move to other
locations and we will cover whole American region and other nearby countries. We want
to expand our business to those countries where opportunities are exist and market is
attractive (most likely USA and Japan) and people need mobile marketing/advertising
services, such as, India, UK, China and Australia. Our growth strategies are to expand
our network to different locations all around the world, especially high demand areas
where businesses and economies are huge, and usage of smart phones is also high
such as; China, India, U.S.A, UK, etc.
5.2.4 Strategy
Business Strategy:
Our main strategy is to make sure services will be right according to the demands of the
market and give maximum benefits to our target market. We want to fill market gap by
usage is very high. Company product strategy is developing a most customized app for
businesses to reach their target market through use of Android phones. The objective of
the service is to earn maximum profits by introducing this app to maximum number of
users around the world and introduce these users to companies and businesses
according to their target market needs and give benefits to users and earn commission
from businesses by marketing their services.
Users of this service can get multiple benefits, like; it’s an easy to get, easy to monitor,
easy to implement and easy to turn off; can help users to save time and earn money
while get updates of different products/services.
No one yet introduce such idea of mobile marketing through apps and offer most result
oriented yet quick solutions in low prices. In this way this service is totally differentiated
and unique to the people and businesses of U.S.A. This service is not like traditional
mediums not yet only focusing on to give information but it’s a perfect platform to reach
only interested customers who really need any particular products or services andseparately these services can cost lot of money and time but with us both are reduced
to extreme level.
5.3.2. Pricing Strategy:
Since we are new in market and we cannot compare us with any other service because
we are offering entirely unique services and unmatched packages. Therefore, we have
Our promotion strategy in start will be PULL STRATEGY. We will use multiple channels
to advertise our services. Our main advertising strategies will be based on Product
comparison advertising and Product Benefits advertising. We will create awarenessabout our service, its benefits and functions in the start. We will give emphasize on two
objectives in start, create awareness amongst the target market and build brand name
as a most effective advertiser in the market.
We will promote our services through some above the line mediums and we will give
more weight to below the line activities in the start.
Suggested Mediums:
We will give emphasis to online channels of advertising. Our some of the advertisingmediums we selected are as follows:
Online Channels:
Social media marketing:
Social Media have become a large part of online traffic, and it continues to grow. Nowmore than ever, it's imperative for us to take advantage of the marketing opportunities
available through social media. We will utilize social media to promote our business and
create pages on social networks, such as Facebook, MySpace, Orkut, Twitter etc.
Search Engine Optimization:
SEO may target different kinds of search, including image search, local search, video
search and industry-specific vertical search engines. This helps give us a web site web
presence.
Internet Advertising
We will also promote our services on Internet and related online directories. We willadvertise through banner ads on websites. We will pick high traffic websites related tosectors we are targeting for enterprises. We will also utilize our website to promote our business through internet marketing. Our website will be www.LayBros.com.
Local Online Marketing one city or county $9000/year
Source: Optimum713
Initially we will promote our business in USA, and one year cost of advertising will be
$15,000 for first six months right after launch of business.
Social media advertisingType Rate Total
Social mediastrategist
10 hours per week @$100 per hour = $1,000
per week52 weeks – $52,000
Source: Dannybrown14
We will do 5 hours per week for first six months right after launch of business; which will
cost us $13,000.
Banner AdvertisingType impressions Rate
Popular sites per thousand (CPM) $25 to $70
Source: Workz15
We will place ads on popular websites and it will cost us around; 20,000 CPM per
month for whole first year right after launch of business; $6,000
13 Optimum7, accessed 30th Nov 2010, available at:http://www.optimum7.com/internet-marketing/internet-marketing-management/internet-marketing-costs.html14 Dannybrown, accessed 30th Nov 2010, available at:http://dannybrown.me/2010/01/17/the-real-cost-of-social-media/15 Workz, accessed 30th Nov 2010, available at:http://www.workz.com/content/view_content.html?section_id=515&content_id=5619