connecting souls an app idea
TRANSCRIPT
Connecting Souls
Executive Summary
Situation Analysis
Action Plan
Strategy
Tactics
Implementation
Brief overview of the situation
& lots more ….
NGOs that give back to the society
But ...
Lack of funds
Lack of volunteers
Lack of transparency
Connecting souls –An app that will change the way you give
1-Have a presence in all the major cities of India
by the end of 2016
2-Achieve pan India expansion by the end of 2017
3-Aim for 10 million app downloads by the end of
2017.
4-Collaboration with at least 1000 NGOs by the end of
2016
Executive Summary
Situation Analysis
Action Plan
Strategy
Tactics
Implementation
Connects donors toNGOs
Find NGOs near yourlocation andbecome a volunteer Donate
online in form ofCash/kind
Earn points for using theapp and redeem it for rewards
Company Overview
Track how your money is being used byNGOs Online
Charity auctions &special donation drives
The number of volunteers in India is steadily growing and has potential for even further growth . Due to the novelty of the idea the scope of success is very huge but the chances of failure is also high.
MarketOverview
Existing donors of the NGOs
Youth
Upper strata
of the society
Business Professionals
Points of Difference
The app idea is a novel concept with no competition. The nearest app is NGO Community that provides information about all the NGOs in a city. The PODs are-
1)NGOs divided according to categories and locations2)Option to donate online3)Receive updates about your favorite NGOs4)Online auctions5)Track the money donated 6)Option to become a volunteer7)Extensive reward based system available
Points of Parity
The app should meet the basic requirements of a good app. The POPs are-
1) Lag free experience2) Bug free3) Secure online payment4)Provide correct information5) Be user friendly
Executive Summary
Situation Analysis
Action Plan
Strategy
Tactics
Implementation
First focus on the major cities and collaborate withthe top NGOs present there
App promotion through the collaborated NGOs, discount companies and through social media
Slowly expand to smaller cities
Collaborate with major companies to get discounts /rewards fromthem for points earned through the app. Make this collaboration a part of their CSR initiative
Timeline
Executive Summary
Situation Analysis
Action Plan
Strategy
Tactics
Implementation
Problems1)A lot of people want to give back to the society but don’t know where to start from.2)Lack of trust in NGOs
3)Time constraints4)Lack of information
Solutions1)Great starting point for becoming a volunteer or a donor2)Track how the money is being used3)Donate online4)Updated information available on all NGOs
Discount giving outlet(Value Proposition)
1)Positive Brand Image2)Compliance of CSR law(Give at least 2% of profit to charity)3)Free Publicity
NGOs (Value Proposition)
1)More Funds2)More Volunteers3)Wider Reach
Economic Context Economically this seems like a perfect time for launching the app. The markets are stable and the GDP has a high growth rate thus people are financially capable of donating.
Technological Context
The technology required for implementing the app is available and has been already used for platforms like food delivery.
Social ContextThere is a growing awareness about becoming a volunteer in India with services like NSS(National Service Scheme) for the youth and clubs like the Lions Club, Rotary Club etc for older people.
Positioning Strategy
Since the idea of the app is a novel concept thus brand awareness is very important to make the idea popular. Different strategies need to be employed to reach different segments of the society.
Youth
• Collaborations with services like NSS to ensure a better conversion rate *
• Use social media to reach the youth
• Focus on the points system and the discounts /rewards available
Conversion Rate= People using the app/People aware about the app
Existing Volunteers• Use NGOs to market to their existing
volunteers• Use attributes like greater transparency,
greater convenience and time saved to attract the existing volunteers to the app.
Business Professionals
• Focus on the time saving nature of the app
• Arrange corporate awareness sessions to increase brand awareness
• Rewards like access to the premier lounges in airports will be attractive to this segment
Upper Strata of the society• Emphasize on
the fact that people can donate from the comfort of their home.
• Market the app as an alternative to offline charity auctions
• Publicize winners of the online auction via the app to attract more people who may desire this fame.
Executive Summary
Situation Analysis
Action Plan
Strategy
Tactics
Implementation
Lets you know about the NGOs present near your location
Donate in form of cash or kind from the comfort of your home
Get regular notificationsabout the causes and charities close to your heart
Become a volunteer according to your time convenience
Conduction of special donation drives in case of a natural calamity
Track the money that you
have donated and see how it
is transforming lives
Regular online auctions where the proceeds go to the favorite charity of
the winner .
Get points for each donation made and redeem these points to get discounts or rewards at various outlets
Collaborated NGOs
Facebook Page
Blogs,Slideshar
e
Charity Runs and Auctions
YouTube
Discountgiving
companies
The app is free of cost with no premium version
available. Revenues will be generated by taking 0.1% of
the money raised through the app.
Executive Summary
Situation Analysis
Action Plan
Strategy
Tactics
Implementation
Developer Team
Develop and manage the app
PR Team
Form collaborations with the NGOs
and the discount giving companies.
Marketing Team
Devise an effective marketing strategy for
promoting the app
Management Team
Responsible for managing the entire
team and maintaining positive relationships with the collaborators
FeatureTracking of money
spent
ProcessNeed regular updates from
NGOs to implement this
strategy
1
FeatureDiscounts from
companies
ProcessNeed to have collaborations with all major companies to
implement this
2
FeaturePick up service
for donated items
ProcessNGOs should
organize weekly pick up from
various locations3
FeatureOnline charity
auctions
ProcessCollaborate with
auction houses to conduct this
giving them a part of the
proceeds as fees
4
FeatureRegular updates
from NGOs
ProcessConstant
communication between the
developer team and the NGOs
5
Schedule
Release the app by November 2016
Heavy focus on marketing the app and ensuring that it works properly
Start expanding to smaller cities after March 2017
Form collaborations with NGOs and discount giving companies of major cities by October 2016
Created by Tishya Kapoor, IIT
Delhi during a marketing
internship under Prof. Sameer
Mathur , IIM Lucknow