1. Marketing Plan Concierge Application
By: Mihaela, Mia, Yesenia, Alex, Greg

2. Mission Statement
We designed a streamlined concierge app that is convenient, seamless and user friendly. We are customizable and affordable for those who want simplicity alongside well established business partnerships. We are the best mobile concierge app.

3. Executive Summary
Keys to success: Having a streamlined app that’s user friendly, with well established business partnerships. We partner with:
Uber, Domino’s, Jimmy Johns, Kayak, Booking, Chase, Capital One, Starbucks, Dunkin Donuts, and local food restaurants.
Market segment and Characteristics: Our target market is divided into two groups. One target age is years old. They are a mobile user who is technologically savvy. We can also target an older audience that is not as technologically savvy and want concierge assistance immediately.
Problems: Mobile apps that are already well established in the market. The companies we partner with might have trouble agreeing to work with us.
Competitors: Amazon Echo/Alexa, Siri, GoBootler app.

4. Market and Customer Analysis
Target Market:
18-35 Middle to Upper Class professionals
Teenagers
Smartphone and Tablet Users
Also older demographic that is not as
technologically savvy

5. SWOT Analysis Strengths •Simple and easy to use application
•High security
•Good customer relations
•On-the- go connectivity for
mobile users
Weakness
•Cannot reach all of segment market
•Not all store apps will want to connect with our app
• Lack of funding
Opportunities
•Expand services
•Personalization
• Customer loyalty program
•Wide exposure
Threats
•Ease of duplication
•Oversaturation of app market.
•Not able to secure enough market share
•Changing customer needs
•Weak Initial enrollment
• Low barriers to entry

6. Market Strategies
Effectively communicate GoTo. Partner with businesses to increase brand awareness. Follow Porter’s Generic Strategy of differentiation.
Goals
To increase sales and build a competitive advantage.
To break-even in profits versus losses within the first 2 years.
Make it on Apple’s “Top Charts” list in the app store
To maintain financial stability so we can add to our product line within the next 5 years.

7. Our Competitive Advantage
GoTo is:
Mobile, accessible anywhere, anytime.
Pair with multiple service outlets.
All in one.
Encrypts everything to secure privacy.
Free to download.

8. Competitive Analysis Amazon Echo & Alexa Strengths
Hands-free convenience.
Easy setup and use.
Connects to Bluetooth and Wi-Fi
Amazon Echo & Alexa Weaknesses
Package deal.
Echo must be plugged into an outlet.
Alexa requires manual intervention from user to make a purchase (not hands free).

9. Marketing Mix Product: GoTo Concierge App.
Price: The app will be free to download with a one month free trial. It then comes with a monthly subscription of $2.99 per month.
Place: GoTo can be acquired through the App Store for Apple Iphones and Ipads and through Google Play for Android users.
Promotion: Social Media, CTA, place ads in electronic stores.
Positioning: Head-to-head positioning

10. Projected Financials Very slow growth at first
Rapid expansion and revenue by 3rd year

11. Projected Financials (Con’t)

12. Projected Financials
Lower subscription cost doubles loss when compared to base
Higher subscription is risky due to less attractive price

13. Works Cited
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Eadicicco, Lisa. "Amazon Echo Will Soon Be Able to Start Your Car." Time. Time, 5 Jan Web. 19 Apr
ELAINE, LOW. "China To Ding Tiffany? Signet To Take On Apple Watch?." Investors Business Daily 24 Aug. 2015: 00. Business Source Complete. Web. 19 Apr
Savitz, Eric. "Apple's Siri: The Truth Is, She's No Bandwidth Hog." Forbes. Forbes Magazine, 30 Jan Web. 19 Apr
Rooney, Jennifer. "Apple Tops Consumers' List Of Most Relevant Brands: Survey." Forbes.Com (2016): 2. Business Source Complete. Web. 19 Apr
"Shop Talk." Chain Store Age 89.3 (2013): 133. Business Source Complete. Web. 19 Apr
Wahba, Phil. "Apple Extends Lead in U.S. Top 10 Retailers by Sales per Square Foot." Apple Extends Lead in US Top 10 Retailers by Sales per Square Foot Comments. Fortune, 13 Mar Web. 19 Apr