Gate Cell - Marketing Plan - Free Essay Example

MARKETING PLAN CO-FOUNDERS 1.0Executive Summary à ¢Ã¢â€š ¬Ã‹Å"Gatecellà ¢Ã¢â€š ¬Ã¢â€ž ¢ focuses on fusing an educational theme into mobile games. Instead of developing pure fictional games, Gatecell develops games that educates gamers without disrupting the fun element in gaming. Gatecell transforms the dull and repetitive concept of educational apps into a highly effective and remarkable experience. The company was founded by two MBA students; Bello Olaniyi and Fashola Babatunde to help people acquire knowledge through gaming. The vision of Gatecell was conceived in 2013, when a simple educational game developed by the founders to help increase engagement in their study group went viral in the university. The game was a simple game of Visual QA which ranked players by the score and speed in answering the questions. Gatecells mission is to educate its customers through entertainment. Education through amusement. Transforming gaming society from a mere entertainment activity to a strong educational tool. Gatcells founders have a strong business background and they have put together a wonderful team of young and dynamic professionals. The open and parralel system of management ingrained into company culture has already helped Gatecell win the hearts of the public, Gatcell has already raised enough capital to handle a two years of operation through several crowdfunding w ebsites. Gatecell has already adopted a consumer first approach in developing its products, and the direct-to-customer approach will help Gatecell gain marketshare, create and maintain customer relationships and achieve excellent financial performance. 2.0Situational Analysis Gatecell is entering its first year of operation. Beta testing has been very successful and marketing will be key to the development of the brand and product awareness as well as growth of the customer base. Gatecell offers a distinct line of games and excellent marketing efforts will be key to consumer acceptance and brand recognition. 2.1Market Summary Gatecell posseses good information and knows a great deal about its customers. This information will be leveraged to better understand who is served, what their specific needs are and how gatecell can better communicate with them. Target Markets Apple Tablets users Smartphone users Android Tablets users Smartphone users 2.1.1Market Demographics The profile of the potential gatecell customer consists of the following geographic, demograpfic and behaviour factors. Geographics Apple App store and Google Playstore are both global markets, they have no set geograpical area. The total population of active users is 900 million users. Demographics Behavioural Factors Equal ratio between male and female users Ages 13 34 are heavy users, students or young graduates, dependent on parents for income Ages 35 55 are moderate users, salary earners, high income earners. Ages 55+ are heavy users, retirees, less technologically inclined, willing to learn, open to new products high purchasing power. 2.1.2Market Needs Good Graphics Captivating Storyline Competitive Games Online Features Free to download Regular Updates Bug Fixes Excellent Support Social Media Capabilities 2.1.3Market Trends Freemium Pricing Model One of the biggest trends in mobile gaming is the Freemium model; which offers free download with in-app purchase options. The Growing Tablet Market Our study shows that tablet gamers are more valuable than mobile phone users, they spend more time and money on paid apps than mobile phone users. Mobile Gamers Crave Multiplayer Social Features Mobile gamers have developed the habit of interacting with their friends on a continuous basis, even while gaming. Users carve social features in games they want to compete with their friends and share their progress on social platforms à ¢Ã¢â€š ¬Ã‚ ¢ Word of Mouth Is the most eefective Driver for Game Downloads Word of mouth is the most effective driver for app downloads. Users rely on review from friends, the app store or the social media sites before downloading and they are more likely to stick around if it was recommended by a friend. à ¢Ã¢â€š ¬Ã‚ ¢ Titles Over Brands Users are becoming more attached to product titles over brand names, this means it is easy for new gaming companies to capture market share. Of course gamers are loyal to product titles, but games have a short life span, therefore Gatecell must focus on marketing its brand to customers. 2.14Market Growth The mobile gaming market keeps growing at an impressive rate, infact it is expected to double in size by 2016 and reach almost 24 billion dollars. The increase in consumers preference for larger screens has made the tablet market a profitable market for developers. Less technologically incined people are finally beggining to embrace smartphone technologies and this means an increase in the number of potential customers for our games and apps. 2.2SWOT Analysis This swot analysis highlights out internal strenghts and weakness and the external opportunities amd threats to Gatecell. 2.21Strength Young, creative and dynamic team of workers Diverse workforce Innovative products Pricing Unique company culture 2.2.2Weakness Lack of brand awareness Limited Research Development budget 2.2.3Opportunities Partnership opportunities Viral Marketing Merchandizing 2.2.4Threats Information Leaks Crisis Brand Image Copyright Infringement Jailbreaking New Market trends 2.3Competition The competion in the gaming market is strong but Gatecll is targeting an untapped niche in the mobile gaming market. Gatecell games are focused on the tapping into the educational-gaming niche which is almost inexistent at the moment. 2.4Product Offerings Gatecell has three games fully developed and ready for market launch: Autoshop The gamer manages an auto shop and in the process learns about maintaining cars properly. Hospital Manager The gamer is the administrator of an hospital and has to ensure the hospital is well stocked up and in the process learns a lot about the medical field. Questition This is a simple multiplayer QA game with friends, the gamers agree on a reading period and after all players must answer questions from the reading passage. The player with the highest score wins the points set by all players. 2.5Keys to Success Developing apps that appeals to the market Effectively leveraging the power of social media Developing a large user base Excellent Customer Retention Excellent Technical Support 2.6Critical Issues Launching its strong line of products Establishing a strong brand Keeping up with new market trends Retaining Customers 3.0Marketing Strategy Gatecell is adopting a tablet-first strategy in developing its games, we are focusing our marketing efforts on direct to customer channels, we are also carry customers along in every stage of app development, so that by the time the app is ready for launch, the demand is already at a very impressive rate. 3.1Mission Gatecells mission is to educate its customers through entertainment. Education through amusement. Transforming gaming society from a mere entertainment activity to a strong educational tool. 3.2Marketing Objectives To achieve a 70% product awareness among the target audience within the first quarter of operation. To establish a 35% market share within the first year. To achieve a steady increase in market penetration To build a brand customers can proudly associate with 3.3Financial Objectives To break-even within a year of operation. To achieve a sales target of $500,000 by the end of the financial year. To achieve a minimum 30% growth in the research and development budget. 3.4Target Markets Gatecells current line of products are available on only Apple IOS and Android operating system. The apple App store has over 500 million active users and the Google playstore is estimated to have over 400 million active users. These two platforms gives us direct access to over 900 million active users. Age Demographics of App Usage Our beta testing shows females found our games more engaging, in the 44-54 age group, females recorded 75% more usage than men in the same age group, among the males the 18-24 25-34 age group were the highest both segment exceeding female usage by 10% respectively. Further demographic testing showed the highest engagement level among single/divorce people; women more especially. Our beta testing showed acceptable level of engagement in all age groups with the lowest at 25% in men in the 44-54 age group. Gatecell games would target all age groups and income levels but major marketing efforts would be geared tow ards single or divorced individuals. Beta testing also showed competition as the driving force behind engagement. 3.5Positioning Gatecell will position itself as the mobile gaming company with the best competitive element in mobile games. This positioning will be achieved by developing a very competitive scoring system in all games, each gamer would be ranked alongside his/her social media friends based on their score in respective stages of the game. 3.6Strategies The single objective is to position Gatecell as the gaming company with the most competitive element in mobile games. The marketing strategy will first seek to introduce the brand to potential customers through social media platforms, by sponsoring university events, and gamers conventions. The second marketing strategy would be to drive organic traffic to our website by ranking for relevant keywords, build a strong Facebook and Twitter follower base. The third marketing method is to partner with u niversities to include the Questition app in their study materials for students. The fourth marketing method is to advertise on fitness blogs, gaming forums and sponsor contests on gaming blogs. The final marketing method is to sponsor positive review, create an affiliate program and pay for press release about our product launch on reputable media platforms. 3.7Marketing Program Gatecells would be adopting the following approaches in its marketing program Pricing: Gatecell will adopt the freemium model in pricing its apps. Gamers can download the game for free but they would be required to pay to access more features in the game. Distribution: The apps would be distributed through the official apple app store and the Google play store. Advertising and Promotion: Most advertising efforts would be carried out through the internet. Customer Service Support: Gatecell will provide quality technical support for its games and also try and achieve and maintain exceptional levels of customer engagement. 3.8Marketing Research Gatecell aims to build a strong email list and establish a strong presence across all popular social networks gamers regularly hangout. Gatecell would develop strong relationships with gamers in order to predict and understand new market trends. Gatecell offers its existing users free access to beta versions of any app or game in development. 4.0Financials This section will offer a financial overview of Gatecells marketing activities, it includes break-even analysis, sales forecast, expense forecast and highlight how all these link to the marketing strategy. 4.1Break-Even Analysis Our break-even analysis estimates that $5,980 would be required in monthly revenue to reach the break-even point. Break-Even Analysis Break-Even Analysis Monthly Units Break-Even Monthly Sales Break-Even 2000 $5980 Assumptions Average Per-Unit Revenue Average Per-Unit Variable Cost $2.99 $0.99 Estimated Monthly Fixed Costs $4000 4.2Sales Forecast The freemium pricing model means sale is not made when an app is download but sale is made when a customer makes use of in-app purchases. Monthly Sales Forecast Sales 2015 2016 2017 Apple $310,000 $900,000 $4,000,000 Android $223,000 $708,000 $2,000,000 Direct Cost of Sales 2015 2016 2017 Apple $103,333 $300,000 $1,333,333 Android $89,200 $283,200 $800,000 4.3Expense Forecast Milestones Start Date End Date Budget Manager Department Marketing Plan Completion 20/05/14 20/06/14 $0 Fashola Marketing Website Completition 02/08/14 03/09/14 $0 Bello IT Advertising Campaign 02/10/14 03/12/14 $10,000 Fashola Marketing Social Media Campaign 02/10/14 03/12/14 $20,000 Fashola Social Media Totals $30,000 4.4 Monthly Expense Budget Marketing Expense Budget 2015 2016 2017 Website $20,000 $40,000 $80,000 Advertisements $50,000 $100,000 $200,000 Total Sales Marketing Expenses $265,600 $723,200 $2,133,333 Percent of sales 49.8% 45% 35.6% 5.0Controls This marketing plan is to serve as a guide for the organization. The following metrics would be used to measure Gatecells performance Revenue Expenses Email List Number of Downloads Customer Satisfaction App Reviews Bounce Rate Conversion Rate 5.1Implementation Gatecell has established tight control measures to closely monitor the quality of customer service satisfaction. This is to enable us to react very quickly in correcting problems we may encounter. as App reviews by users and bounce rate of users of our apps will serve as warning signals. These signals would be monitored for signs of deviation from the plan. 5.2Marketing Organization Chief Marketing officer Babatunde Fashola is responsible for the marketing activities of Gatecell. 5.3Contingency Planning Difficulties and Risks Intellectual theft from the already established competitors. Lack of Brand recognition Worst Case Risks Determining that the business can no longer support itself on an ongoing basis. Having to abandon published titles (Games Apps)

Problem Solution Essay - 1641 Words

NGARUIYA4 Mary Ngaruiya John Zamparelli English comp Problem solution essay Final Draft. GANG VIOLENCE IN AMERICAN SCHOOLS There are approximately 27,900 gangs, with 774,000 members, impacting towns, cities, and communities across the United States. According to a recent bulletin released by the Office of Juvenile Justice and Delinquency Prevention, 23 percent of students aged 12 through 18 years reported presence of street gangs in their schools. Almost half (46%) of students in public schools reported street gang presence. In addition, 21 percent of students in suburban schools and 15 percent in rural schools reported presence of street gangs. According to a survey conducted by the National Parents Resource Institute for Drug†¦show more content†¦The elementary curriculum is a precursor to the middle school one and it involves teaching about violence prevention, decision making and people to go by the children that needs help, teaches about good communication skills, anger management and great citizen’s attributes. The middle school program teaches about gangs, drugs, violence studentâ €™s roles in school and community, effective communication skills, empathy towards individuals affected by gangs, refusal to join gang’s tactics, anger control and an explanation of how to stay committed to their school and the community. The summer program provides for recreational activities such as sports, hiking and camping and also provides for educational activities. The family program teaches about great family relationships, effective communication, law abiding and effective discipline skills, and ways to reduce bullying (G.R.E.A.T). Participants in this program have shown significant increase in favorable social behaviors and high reduction in gang related activities. Other programs such as Ventura County’s Recovery Program offering counseling in mental and drug related cases have yielded significant decrease in gang related involvements and violations by the students attending that program. Multi Partner Attendance Center in Sacramento California that dea ls with gang related issues also recorded significant reduction in burglary and destruction related crimes by it attendeesShow MoreRelatedProblem/Solution Essay623 Words   |  3 Pagesbody tremendously. Smoking can damage your lungs, brain, and heart. Smoking is a problem not only for human beings, but for America as a whole. Smoking pollutes the air. Cigarettes are made from 4,000 different chemical compounds and 400 toxic substances. Smoking is also bad for America because of â€Å"second-hand smoke†. We roam around in a universe polluted by smoke. This is why smoking cigarettes is a problem. Smokers need to realize that they are not only damaging themselves, but the others aroundRead MoreProblem Solution Essay1623 Words   |  7 Pagescause health problems. (Credibility Relevancy) Nobody wants to die because of polluted air, and this wish is shared by most human beings. (Thesis Preview) It is not just humans who are adversely affected by air pollution but also plants, living organisms, and the natural environment. Something must be done to decrease and potentially prevent air pollution from harming mankind and the other living organisms on Earth. Body- I. Problem: Air pollution is a significant cause of health problems and eventualRead MoreProblem Solution Essay1636 Words   |  7 Pageshealth problems. (Credibility Relevancy) Nobody wants to die because of polluted air, and this wish is shared by most human beings. (Thesis Preview) It is not just humans who are adversely affected by air pollution but also plants, living organisms, and the natural environment. Something must be done to decrease and potentially prevent air pollution from harming mankind and the other living organisms on Earth. Body- I. Problem: Air pollution is a significant cause of health problems and eventualRead MoreGovernment is the Problem, Not the Solution Essay1011 Words   |  5 PagesRonald Reagan once claimed â€Å"government is not the solution to our problem; government is the problem. Over time history has been able to back up what Reagan once asserted. In a nation rich in history such as the United States, it is easy to go in either direction with this debate yet the state of the nation usual depicts which direction the people choose. A time such as now, where our great nation has been less fortunate in its last decade yet has found a way to climb out of the dust, it is a perfectRead MoreProblem Solution Essay On Abortion1736 Words   |  7 PagesDejenara Williams Ms. Milliner EES22GQ-04 May, 28 2017 Problem-solution Essay Whenever anyone ever brings up abortion, it s clearly a very opinionated subject. Opinions coming from all. Meaning men and women of a wide age range raised to learn and believe all sorts of religions. Even though this procedure is clearly only done to females, clearly. Everything about this topic is important, because depending on the side he or she is for pro-life or the opposite it s all based off of the personalRead MoreEssay Solutions to the Problem of Deforestation688 Words   |  3 PagesSolutions to the Problem of Deforestation Personal: There are many things that one can do personally to rectify the problem of Deforestation. These include such things as using wood sparingly, planting indigenous trees, purchasing the most ecologically sensitive products, recycling paper, reducing consumption of wood related products, communicating your opinions to the proper authorities, calling on forestry companies to act responsibly, and more. Education, howeverRead MoreManagement Problems and Solutions Essay1498 Words   |  6 Pagesperform total quality management, lean six sigma, or simply downsize. Management may even identify symptoms without actually identifying the problem. Management may misdiagnose the problem by identifying a person or group of people as problems. While correctly recognizing problems, there are more on the verge and it is up to management to mitigate potential problems. Sometimes managers need to realize that the answers they seek are right before they eyes; they only simply need to look in a mirror. Read MoreEssay on System Problem and Solution966 Words   |  4 PagesThe Alameida Video club had some problems and difficulties with their current system. The programmer of the system left to Belgium and they were in need of help. This business needs to be up and running again in 3 days. Description of task The Alameida Video club had some problems and difficulties with their current system. The programmer of the system left to Belgium and they were in need of help. This business needs to be up and running again in 3 days because of the amount of moneyRead MoreAib Problem Solution Essay606 Words   |  3 PagesAib Homework Wk3 Problem 1 The following data were obtained from a project to create a new portable electronic. Activity Duration Predecessors A 5 Days --- B 6 Days --- C 8 Days --- D 4 Days A, B E 3 Days C F 5 Days D G 5 Days E, F H 9 Days D I 12 Days G Step 1: Construct a network diagram for the project. Step 2: Answer the following questions: (15 points total) a) What is the Scheduled Completion of the Project? (2 points) 32 - CORRECT b) What is the Critical Path of the ProjectRead MoreProblem Solution Homelessness Essay1126 Words   |  5 PagesHomelessness the Problems of America Homelessness has always been a problem in major cities across the United States and even the world. This problem also affects out local community and even all of us individually. (Daily) A majority of the American people lives paycheck to paycheck, and according to statistics, we are only one or two paychecks away from becoming homeless. While there are many reasons a person or family can become homeless, a majority of those problems come from a lack of

Strategic Approaches Creativity and Innovation

Question: Discuss about the Strategic Approachesfor Creativity and Innovation. Answer: Introduction The managers today are capable of making strategies to utilize the present positions and alternatively explore new creative methods to enhance the efficiency of work force. They exploit the available resources and combine them with innovation and creativity. This strategic management helps them to align their performances with the requirements of the key stakeholders. Creativity and innovation helps the companies to generate new goods and services according to the needs of the key. Goal aligned creative and innovation power help companies to convert market challenges to opportunities and exploit them to earn higher profits (Wang, Tsai Tsai, 2014). The strategic managers combine exploitation and exploration of resources. Exploitation strategies of the firms help them to select and utilize their current resources like labour, materials, technology, knowledge and so on in an efficient way towards achievement of business objectives. The managers exploit these resources to carry out exploration of new innovations and creative ideas to bring about new products and variations in the existing products (Colombelli, Krafft Quatraro, 2014). The firms use these strategies to increase the efficiency of their processes in order to maximise profits. The companies today work on sustainable business models which require innovation increase efficiency of the resources. The innovative strategic business models today are designed according to the needs of the key shareholder groups like creditors, owners, government bodies, suppliers, union and the society (Bocken et al., 2014). For examples, managers today direct the resources towards following sustainable methods of production which benefits them by decreasing environment pollution. The strategic managers today combine the exploitation and exploration strategies to increase efficiency and maximise profits. These strategies enhance the efficiency of both processes and products. These strategies are used in sustainable ways to benefit the key shareholders of the companies. References: Bocken, N. M. P., Short, S. W., Rana, P., Evans, S. (2014). A literature and practice review to develop sustainable business model archetypes.Journal of cleaner production,65, 42-56. Colombelli, A., Krafft, J., Quatraro, F. (2014). High-growth firms and technological knowledge: do gazelles follow exploration or exploitation strategies?.Industrial and Corporate Change,23(1), 261-291. Wang, C. J., Tsai, H. T., Tsai, M. T. (2014). Linking transformational leadership and employee creativity in the hospitality industry: The influences of creative role identity, creative self-efficacy, and job complexity.Tourism Management,40, 79-89.