Final Project for the Marketing Management internship under Prof. Sameer Mathur. A marketing plan for a new app - Services Kart.

1. Marketing Plan for Android App – Services Kart

2. EXECUTIVE SUMMARY (1/3)
Services Kart is an app based
service marketplace that connects
users with service providers to
make their everyday life easier.

3. EXECUTIVE SUMMARY (2/3)
For many people living in Urban Areas, finding
the right person for house maintenance, event
planning, etc. has become a big hassle.
People are often cheated and are overcharged
by such service providers
Services Kart aims to provide users a simpler life
by connecting them with verified service
providers at pre-disclosed price quotes to
ensure that finding the right professional is no
longer a hassle.

4. EXECUTIVE SUMMARY (3/3)
With high income Nuclear Families in
Metropolitans becoming a norm the
scope of home services in India is
high.
It is estimated to be an over 100
Billion dollar market opportunity
with ever increasing mobile and
internet penetration.

5. App to be distributed using the Google Play
Store and the Apple App Store

6. APP STRUCTURE(1/2)
• The app would have registered user and
service providers accounts
• Users can choose the service they are looking
for and add further specifications such as price
range, region, duration, etc.
• The system them identifies the right
professionals for the users and lists them
along with their price quotes
• The users now have the choice to contact the
professional if they are satisfied with the offer

7. APP STRUCTURE(2/2)
• To have a ratings and reviews system to
allow users to make an informed decision
• Would also feature a closed e-wallet that
would allow users to make all payment to
service providers using the wallet itself

9. Urban Middle Class and Upper
Middle Class

13. • New rapidly growing market
• A chance to become one of the
dominant players in this segment

15. • Several Competitors
trying to establish
themselves in the
same market
• Need to ensure
consumer loyalty to
come out on top

16. Target after 1 Year
• 1000+ Customer
Requests Daily
• 10000+
Professionals on
Board
• Fully Operational in
Delhi and Mumbai

18. Brand Positioning(1/2)
Brand to position itself as an convenient
and reliable brand.
To stay true to its positioning, app would
have a very friendly user interface
Professionals who consistently get bad
reviews would be removed from the
system.

19. Brand Positioning(2/2)
For collaborators ie the service providers,
the brand to position itself as an efficient
and effective way for them to find the
right clients
Service providers also get to rate and
review clients
Users who get consistently bad reviews
would be removed from the System

20. Convenient Reliable
Services
Brand Mantra???

21. Revenue
Tactics

22. Sources of Revenue
The company aims to generate revenue using
three methods
• Revenue from wallet money
• 10-15% Transaction cost for each complete
transaction to be paid by the service
provider
• Revenue from periodic payments by
premium members

23. To Partner which
major payment
companies to
enable easy
transaction. To
use this money
as a source of
revenue

24. Charging the Service Provider

25. Charging the Service Provider(1/2)
• On first registering, a service provider will
not be charged for his/her 20 completed
transactions in case short-term services (Ex
– Electrician) and 5 completed transactions
in case of long term services (Ex – Fitness
Trainers)
• After this, they must pay between 10-15%
of the cost for each completed transaction.
The exact percent would depend on the
kind of service and the total.

26. Charging the Service Provider (2/2)
• Performance incentives to be given to
the top rated service providers. These
include:
• Reduced Charges
• Appear on top of search queries

27. Premium Services
The basic version of the app
which allows users to search and
connect with the service
providers is free of cost
To avail better services users
must register to the premium
services by paying a periodic fee

28. The exact price would be decided after
extensive market research due to the
large variation in the different services
of the home services market.
Premium Users to get special cashbacks and
rewards on all transactions. All cashbacks would
be credited to their Services Kart e-wallet.
Premium Users would also the first
one to be connected to the service
providers in case of high demand for
a particular service (say wedding
planners) during a particular time

29. Organization Structure
and Processes

30. Organization Structure & Processes (1/2)
Front end and back end of the app to be regularly
monitored for glitches.
Service Providers to be screened before bringing
them on board to stay true to the brand’s core
value of reliability.

31. Organization Structure & Processes (2/2)
Service Providers to be held accountable for the
quality of their work.
Users to be held accountable for their behavior
as well any delays in payment.
The company ensure that the information
provided by the service provider is consistent
and true.

32. In two Years???

33. Fully Operational in all the four metros –
Delhi, Mumbai, Chennai and Kolkata
Over 25000+ Service Providers
Over 5000+ Requests every day

34. Aggressive Expansion in newer cities like
Ahmedabad, Hyderabad, Pune and Bangalore
Expansion into new service categories as well

36. Disclaimer
The ideas presented in this presentation
have been derived from extensive
research and any similarity to any existing
idea is purely coincidental and I do not
claim ownership of those Ideas
Created by Ashutosh Sharma, IIT Delhi
during an internship under Prof. Sameer
Mathur, IIM Lucknow