A Marketing Plan for a new Android App

1. “ We deliver, you enjoy!!”

2. BITCOIN’S KILLER APP
B I T K A R T

3. MARKETING PLAN: AN
OVERVIEW -
About BITKART
SITUATION
ANALYSIS
GOAL
STRATEGY
TACTICS
IMPLEMENTATION

4. What is BITKART?

5. BITKART is a peer-to-peer digital market place.

6. • BITKART is a new way to buy and sell goods and services online.
• Goods and services are bought and sold on BITKART using
Bitcoin , a digital currency that is decentralized.
• Transaction fees on the Bitcoin network are very cheap.

8. What Is Bitcoin?
• The best form of money ever invented
• But… what is money?
1. Unit of Account
2. Means of Exchange
3. Store of Value
• How to compare different monies?
1. Scarcity
2. Durability
3. Divisibility
4. Recognisability
5. Fungibility
6. Transportability

9. 1. Scarcity: limited, predictable supply
2. Durability: won’t decay
3. Divisibility: easy to subdivide
4. Recognisability: difficult to counterfeit
5. Fungibility: units is exchangeable
6. Transportability: easy to move
.
The 6 Characteristics of Money

10. Bitcoin – A Fascinating Intersection
Ecommerce
Monetary
Factors
Social
Networking
1. Ecommerce/Online User Acquisition
2. Social Networking / Viral Marketing
3. Monetary/Economic Factors
1. Monetary History
2. Market speculation
3. Foreign exchange
4. Global trade

11. Bitcoin and Bitkart together make
online commerce cheaper and more
free than ever before

12. SITUATION
ANALYSIS
SITUATION ANALYSIS

13. The Current Situation?
• About 60k people with 1+ BTC
To me, these are our “Users”
• 180k+ transactions per day
• 100 Million online shoppers in India
• 2+ Million BTC traded per month on Top 10 exchanges in the
world
• What metrics should we measure for success?
“That which is measured will improve”

15. • Creates an online store for users to sell goods for Bitcoin.
• Connects these stores directly to each other on a global network.
• Users can browse individual stores and search for products across
the whole network.
• A buyer directly connects and purchases the good from the
merchant using Bitcoin.
• Bitcoin payments protect merchants and buyers during trade.

17. Strengths
• Scalable to millions of
stores
• Free of intermediaries
and their fees
• Without a central point
of control.
• Frictionless trade
In India, Bitcoin remains
unregulated as the
central bank, the Reserve
Bank of India (“RBI”) is
currently keeping a vigil on
this digital currency.
• Shift to global trade with bitcoin
as the currency.
• Capitulate into the credit card
market
• Regulatory Crackdown
• Attempts to breach it’s
security.
Opportunity
Weakness
Threats

19. Anyone in the world!!

20. A U D I E N C E : A N Y O N E I N T H E W O R L D
* No credit card or bank? Perfect
* Under 18? Welcome
* Target Audience Unbanked? Perfect
* Initial audience:1) Tech savvy individuals
2) Bitcoin Enthusiasts
3) Independent creators
(artists, designers etc)

21. Want to sell for Free?
Earnings going south?
Transactions going haywire?
Switch to Bitkart

22. Bitkart
Technology Partner
Chain Inc (BlockChain Technology)
Delivery Partner
Federal Express( FedEx)
Wallet Partner
ZebPay
Angel Investors,
Venture Capitalists
Server Hosting Provider
Bluehost India

24. B A Z A A R H O U N D F O R O P E N B A Z A A R

25. Points of Difference• Bitcoin Wallet Partner
(Zebpay)• Messaging Facility
• Image Search Facility
Points of Parity
• Prices displayed in
BTC and USD.
• Sales Tax Avoidance
• End-to-end encryption

27. GA I N S
PA I N S
CU STO M E R
J O B ( S )
N O TA X E S
C H E A P
T R A N S AC T I O N S
A D D - O N S E RV I C E S
AT L OW E R R AT E S
B I T C O I NFAC I L I T Y
S E C U R I T Y: B L O C KC H A I N
T E C H N O L O G Y
C U S T O M I Z E DI N T E R FAC EF R E E S H I P P I N GA B OV E $ 1 0
I N C R E A S E I N
E A R N I N G S
S H I F T T OB I T C O I N
K E E P B I T C O I NA D D R E S S S E C U R E
INFORM
BITKART
FOR DELIVERY HASSLES
S E C U R E
PA S S WO R D S
E S TA B L I S HI D E N T I T Y M A K E I N F O R M E DC H O I C E S
C H AT W I T H P E E R S
T O G E T A B E T T E R I D E A
U S E P R E M I U M FAC I L I T Y
F O R B E T T E R S E RV I C E S
G E T YO U R C O N C E R N SA D D R E S S E D
F E W E R
C AT E G O R I E S
B I T C O I N VA L U E
F L U C T UAT I O N S
T O S E C U R E
B I T C O I N A D D R E S S
M I N O R C H A N G E S
I N P RO D U C T
H A S S L E S I NM A K I N G R E T U R N S
A P P S TA B I L I T Y
S E RV E RS H U T D OW N S
EASY
STORE
HOSTING

28. Investors
• large captive audience
of people with open wallets
• Advertising revenue
would muster up
Blockchain Technology,
APIs and HDK generates
much value
• Boosts it’s network
• Manages better margin
• Increase in Bitcoin
Acceptability
• Increase in bitcoin
storage on it’s platform
• Better margins
• Hosting revenue
• Long Term partnership
boosts it’s image across the industry

29. B ETT E R B RA N D I MAG E P E R C E PT I O N
AM O N G ST T H E P R O S P E CT I V E C U STO M E RS.
P R E M I UM
M E M B E RS H I PS S OA R
W I T H R EA L I ZAT I O N
ST R O N G B RA N D VA LU E
G ETS H U G E I N V E STM E N TS
A D R EV E N U E S CO M E
AT LA R G E

31. Slogan “We Deliver, you enjoy!!”
Meaning
Bit —> Bitcoin —> Accepted at Bitkart
kart —> Trade & Commerce

32. • L I ST I N G 1 0 TY P E S O F P R O D U CT P E R M O N T H
• “ F R E E S H I P P I N G” O R D E RS A BO V E $ 1 0
• C H AT FAC I L I TY
• E MA I L N OT I F I CAT I O N F O R N EW LAU N C H E S
• E N D TO E N D E N C RY PT I O N
• O F F E R P R I C E = $ 9 0 P E R M O N T H
• F R E E S H I P P I N G F O R 1 M O N T H
• L I ST I N G 2 5 TY P E S O F P R O D U CT P E R M O N T H
• I MAG E S EA R C H FAC I L I TY
• A D D O N ACCO U N T O N Z E B PAY G I V E S 1 0 0 B I TS

34. Steps followed in setting a price policy :-
S E L E C T T H E
P R I C I N G M O T I V E
A N A LY S I N G
D E M A N D
E S T I M AT I N G
C O S T S
A N A LY S I N G C O M P E T I T O R ’ S
P R I C I N G , O F F E R S
S E L E C T I N G A P R I C I N G
M E T H O D
S E T T I N G T H E
F I N A L P R I C E

35. • The app is free. It offers in-app purchases/ upgrades.
• The premium version is priced at $90 / month. Reason:-
* It immensely helps the sellers to reach
more consumers which
requires expenditure of resources.
* It’s really economic and time saving
from the buyer’s point of view.

37. 1. Word-of-mouth marketing to friends and family members.
2. Launching of Facebook page and Twitter handle to reach to the social
community.
3. Uploading of a promo video on YouTube which will guide the users
through the various functions of the app.
4. Adopt a “first time user” program where customers who create an
account at Zebpay shall get 10% discount on select products at
Bitkart.
5. Coming up with an interactive Blog for the app , followed by a
Summary Guide, Press Release, Design Collateral and App Screenshots.
6. Add the store to directories of merchants which accept Bitcoins.
7. An introduction to Bitcoin and guidance to open an account on
Zebpay would be there on the app to create awareness for the
cryptocurrency.

38. 1) App Stores :-
Setting foot in App Stores across all categories
such as non-Apple platforms,
independent app stores (like Getjar),
Carrier app store such as the Amazon App Store.
Tapping App Recommendation Sites such as
Appoke- a new combo Android App Store
and social network, iApps.in- a forthcoming
semantic search engine for apps

39. 2. Pre-Loads: Apps pre-installed
on a handset are usually only one
of 8 to 10 apps on that channel.
Even if your pre-load is only a
demo version, conversion rates
are high. GetJar says it has
seen conversion as high as 25%.
3.Ad Networks: Ad networks can beuseful for driving traffic to a particular placeor driving awareness in general, said Mork.However, the downside to using ad networks
is that while you can track clicks, youcan’t always track referrals all theway to the application download.

43. Task Lead Time
Market Research 2 months
Analysis of Consumer and Business
Markets
1 .5 months
Crafting Market Positioning 3 weeks
Setting up Strategic Business Unit 3 months
Setting Product Strategy 2.5 weeks
Developing Pricing Strategies 2 weeks
Designing Integrated Marketing
Channels
2 weeks
Designing Integrated
Communication Channels
2 weeks

44. 1. Marketing Management - Kotler & Keller
2. http://bravenewcoin.com/news/openbazaar-team-raises-1-million/
3. https://www.reddit.com/r/BitcoinMarkets/comments/4dd761/
so_open_bazaar_and_nothing/
4. http://www.coinnewsasia.com/bitcoin-group-india-we-are-still-lookin
for-seed-capital/
5. http://www.slideshare.net/jessedee/steal-this-presentation-5038209
6. http://www.slideshare.net/jessedee/you-suck-at-powerpoint
7. http://www.garrreynolds.com/preso-tips/prepare/

45. This Presentation was created by Ankita Biswas (Jadavpur
University) during a summer internship under the able
guidance of Prof. Sameer Mathur