Overview• House Fix is an app which exclusively connects customers with the

professionals in service and repair field of works.• In today’s smartphone generation it is very difficult to find

professionals who are reliable and good at their work. Hence, this app helps the customers to browse and select the professional they want for their work from a list of trusted professionals.

Overview Cond• The app charges a nominal commission of 10% for the first $2 of work

and 5% from every dollar after that from the professional.• Every complaint is registered in a database and are attended priority

wise.• The transactions happen through liquid cash so as to facilitate easy

transactions for middle and lower class people.

Goal• The goal of the app is to provide a reliable service to middle and

lower class people in India at a nominal charge.

Proposed course of action• The details of various professionals in fields of plumbing, carpentry,

electrical services, electronic services and welding, etc. are collected by a set of people using their contacts in various areas.• These details are uploaded into a database and the database is made

available to customers through app.• The customers can rate and review the professional’s service through

the app.• The customers get to select their professional based on the reviews

and ratings. This way, both customer and Professional can be benefited.

Proposed course of action Cond• Customers have an option of sending message or directly contacting

the professional• The customer can find the professional easily and the professional

need not search for jobs all around.• The prices are fixed and a tariff card is shown in the app. For ex:

Replacing shower head- $1, Servicing a PC- $10. This prevents the professional from fooling customer with unnecessary rates.

Company Overview• The company can efficiently get the details of the Professionals due to

a good network of contacts in various housing societies, slums, gated communities etc.• The company, with its simple payment method, will be advantageous

when compared with other companies which use PayPal for transactions.• The company’s premium app offers service in less than 12 hours after

the complaint has been registered. (Usually 1-3 hours)

Marketing Overview• The current customers are the middle and lower class people of India,

the business can also be expanded to the higher class people by providing an alternate mode of payment (PayPal) to them which is convenient to them.• The major competitor of HouseFix is UrbanClap.

Marketing Overview Cond• UrbanClap conducts its transactions through PayPal, which most of the

middle and lower class people don’t even know about. That gives us an edge on UrbanClap because we arrange transactions through Liquid cash.• The company definitely has many opportunities in market due to low

competition. Once it establishes itself as a brand in minds of people, the growth of company in inevitable. • The company has a major threat from UrbanClap. If UrbanClap realizes

it’s weakness i.e transaction problem and if it introduces the liquid cash transaction method, we will loose the edge on the company.

Target Customers• The company mainly targets the Lower and Middle class people of

India who has access to smartphones and Internet.• They are the main target because they are many in numbers and most

of them down know about the competitor company, UrbanClap.

Goal• The goal of the company is to provide a reliable customer service and

establish itself as a major brand in current society.• Initially, the income might be very less, but gradually if people know

about the app, the income will increase.• The main target is to achieve at least 20,000 transactions per month

from various metropolitan cities in India by the end of 3 years of establishment of the company. • As there is almost very less investment in this company, high net

income is expected at end of 3 years. Approximately 1 million dollars.

Target Market• The people who use the app are mainly people who have a active

mode of income and people who have very less time to search for professionals who can do their works.• The Company fulfills the requirement of customer with just a simple

touch of screen and a little patience.

Collaborators• The company can collaborate with youth with good communication

skills in local languages. This way, it can provide employment to unemployed youth and get benefit from them at the same time.• The development and maintenance of app requires 1 or 2 software

professionals who can be employed for fulltime in company• The company would require people to spread out the word about the

app and its uses. They can be hired on part time basis and can be paid on hourly basis.

Company• The company in divided into three simple units.1. The managers2. The technical team3. Ground Team.• The managers will manage the who company efficiently and look into the

accounts and transactions happening through the app.• The technical team is responsible for development and maintenance of app

and it’s servers.• Ground team is responsible for the marketing and publicizing the app all

around the city.

Competitors• UrbanClap provides similar user experiences, but instead it doesn’t

give the customers option to choose the professionals. It asks few questions and assigns professionals based on the requirements of the customer.• It also offers a wide range of services like Guitar teachers, Yoga

instructors and computer experts along with the professional house fixing services.

Customer Value• The customers get to make easy transactions through liquid cash.• A simple user experience with good illustrations will make it easier for

the uneducated or low educated people to access the app.• The app will be made available in local languages making it the first

app to do that in this market. It will be very helpful for local uneducated people.

Customer Value Cond• By referring the app to their friends, the customers can get services

worth $5 free.• If customer is not satisfied with the work, another professional will be

sent within 2 hours of time to fix the problem and no fee is collected from customer.

Collaborator Value• The youth with good communication skills will be given $5 per hour of

the work they do. The work is constantly monitored and bonuses will be offered if they get more contacts.• The company would require people to spread out the word about the

app and its uses. They can be hired on part time basis and can be paid on hourly basis.

Company Value• The company personnel will get free 3 services of worth $10 each

every month.• The Managers and technical team will get a percentage of profit in

the company. There is no fixed pay as such.• The ground team will be paid based on the publicity done by them i.e

number of places visited and number of contacts fetched by them.

Product and Service• The service is to be uncompromised in quality and efficiency. • The service is offered in local language through apps so that even the

uneducated people with smartphones can have access to app• The App offers transactions through liquid cash which is the most

common mode of money transfer.

Product and Service Cond• The customers get a trusted professional for work and the service is

uncompromised is terms of quality.• There is a guarantee to customer that if the service done is not

proper, the next service is free of cost and made sure is efficient.• The customers have an option of choosing professionals and rate

them.

Brand• The name “HouseFix” suggests the services offered. i.e. fixes in

houses which require immediate attention.• The logo has a house with a hammer symbol instead of “H” in house

fix which makes customers to easily understand the concept of the app.• The Slogan “Your Professional House Fixer” suggests that professional

service is offered to customers.

Price• There will be a base charge for consultation of professional.• The expenses for the spare parts should be kept by the customers.• The pricing is fixed based on difficulty and time taken to provide the

service.• The prices range from $1 to $20.• The professional will be charged 10% for first $2 and 5% for every

dollar after that.

Incentives• The customers are given services worth 5$ for free when they refer to

a friend or a relative.• The company employees will get free 3 services of worth $10 each

every month and free meals are provided while working.• The youth with good communication skills will be given $5 per hour of

the work they do. The work is constantly monitored and bonuses will be offered if they get more contacts.

Communication• The main source of communication to customers is through the

ground team which mainly focuses on publicity and finding contacts.• The customers can also be communicated to referral network.• The job offer is communicated to collaborators and company

personnel through social networking sites likes facebook and online job sites. Traditional media like newspapers can also be used to get creative staff.

Distribution• The app is mainly distributed through app stores like Google Play and

Itunes store.• An .apk file is also released online in freeware sites so that people can

download and install them manually.• Information regarding the app is described in the information section

of the app stores.• A QR code shall be assigned to the app so that people can directly

scan it from news papers and online ads and download it.

Infrastructure• The company in divided into three simple units.• 1. The managers• 2. The technical team• 3. Ground Team.• The managers will manage the who company efficiently and look into the

accounts and transactions happening through the app.• The technical team is responsible for development and maintenance of app

and it’s servers.• Ground team is responsible for the marketing and publicizing the app all

around the city.

Infrastructure

Manager Technical Team Ground Team

Process• There are three main processes involved in company.• 1. Management• 2. Software Development and Maintenance• 3. Ground Work.

• The management efficiently manages the work and schedule done at company. It also looks into the accounts and transactions through app.• The software development and Maintenance work on developing the app and

maintain it.• The ground work does all the publicity and contact fetching work.

Process

ManagementSoftware

Development and Maintainance

Ground work

Schedule• The app development and publicity should be done all the same time.• 1 week is given for app development and another week for testing its bugs.• The ground team shall work at least 8 hours per day till a minimum traffic of

2000 customers is achieved on app. • The software team shall respond immediately to complaints regarding app and

resolve them.• The Company should get at least 2000 customers in first 3 months of start.• The company should get at least 20,000 customers by end of first year.• The company should get at least 50,000 customers by end of second year.• The company should get at least 100,000 customers by end of third year.

Summary

Disclaimer!Created by Sarath Chandra, BITS Pilani, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow